Campaign Optimization Through Behavioral Modeling and Mobile Network Analysis

Abstract

© 2014 IEEE. Optimizing the use of available resources is one of the key challenges in activities that consist of interactions with a large number of "target individuals," with the ultimate goal of "winning" as many of them as possible, such as in marketing, service provision, political campaigns, or homeland security. Typically, the cost of interactions is monotonically increasing such that a method for maximizing the performance of these campaigns is required. In this paper, we propose a mathematical model to compute an optimized campaign by automatically determining the number of interacting units and their type, and how they should be allocated to different geographical regions in order to maximize the campaign's performance. We validate our proposed model using real world mobility data.