MABS: Spreadsheet– based decision support for precision marketing

• Main Authors: DE REYCK, Bert, DEGRAEVE, Zeger
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2006
• Subjects: Decision support systems; Marketing; Scheduling; Integer programming; Large scale optimisation; Business Administration, Management, and Operations
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6751; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7754/viewcontent/1_s2.0_S0377221705001189_main.pdf
• Institution: Singapore Management University

In this paper, we describe a decision support system developed for automatically scheduling and optimising broadcasts of advertisements to mobile phones via SMS (Short Message Service) text messaging. The system, MABS or “Mobile Advertising Broadcast Scheduler”, is developed in Microsoft Excel with...