Predictive Analytics für Telekom Marketing Campaigns

• Research unit: INNOSUISSE
• Project number: 18714.1 PFES-ES

Short description (German)

Predictive Analytics for Telekom Marketing Campaigns

Short description (English)

Predictive Analytics für Telekom Marketing Campaigns

Abstract (German)

Classical data mining for marketing campaigns still includes a high level of expert involvement. To help marketers exploit the full potential of real-time big data analytics, the project develops a methodology and software prototype for automated closed-loop predictive marketing analytics together with a visual campaign design support module. Both components are based on a Semi-Naive Bayes approach, which provides the necessary interpretability for marketing applications.

Abstract (English)