De Reyck, Bert; Degraeve, Zeger MABS: spreadsheet-based decision support for precision marketing. (English) Zbl 1116.90364 Eur. J. Oper. Res. 171, No. 3, 935-950 (2006). Summary: 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 Mobile Advertising Broadcast Scheduler, is developed in Microsoft Excel with a link to Lingo, a modelling language and IP solver. It was developed for a London-based company specialized in location-sensitive precision marketing via mobile phones. The system significantly reduced the time required to schedule the broadcasts, and resulted both in increased customer response and revenues. MSC: 90B50 Management decision making, including multiple objectives 90B35 Deterministic scheduling theory in operations research 90C10 Integer programming 90C06 Large-scale problems in mathematical programming Keywords:decision support systems; marketing; scheduling; integer programming; large scale optimisation Software:LINGO; Excel; LINDO; MABS PDF BibTeX XML Cite \textit{B. De Reyck} and \textit{Z. Degraeve}, Eur. J. Oper. Res. 171, No. 3, 935--950 (2006; Zbl 1116.90364) Full Text: DOI Link References: [1] Barwise, P.; Strong, C., Permission-based mobile advertising, Journal of Interactive Marketing, 16, 1, 14-24 (2002) [2] De Reyck, B.; Degraeve, Z., Broadcast scheduling for mobile advertising, Operations Research, 51, 4, 509-517 (2003) · Zbl 1165.90559 [4] Schrage, L., Optimization Modeling with Lingo (2000), Lindo Systems Inc.: Lindo Systems Inc. Chicago, IL This reference list is based on information provided by the publisher or from digital mathematics libraries. Its items are heuristically matched to zbMATH identifiers and may contain data conversion errors. It attempts to reflect the references listed in the original paper as accurately as possible without claiming the completeness or perfect precision of the matching.