Big Data-Driven Marketing: How Machine Learning Outperforms Marketers’ Gut-Feeling
This paper shows how big data can be experimentally used at large scale for marketing purposes at a mobile network operator. We present results from a large-scale experiment in a MNO in Asia where we use machine learning to segment customers for text-based marketing. This leads to conversion rates f...
| Main Authors: | , , , , |
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| Other Authors: | |
| Format: | Article |
| Language: | en_US |
| Published: |
Springer-Verlag Berlin Heidelberg
2014
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| Online Access: | http://hdl.handle.net/1721.1/92459 https://orcid.org/0000-0002-8053-9983 https://orcid.org/0000-0001-9086-589X |