MABS: Spreadsheet– based decision support for precision marketing

• المؤلفون الرئيسيون: DE REYCK, Bert, DEGRAEVE, Zeger
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2006
• الموضوعات: Decision support systems; Marketing; Scheduling; Integer programming; Large scale optimisation; Business Administration, Management, and Operations
• الوصول للمادة أونلاين: 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
• المؤسسة: 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...