MABS: spreadsheet-based decision support for precision marketing. (English) Zbl 1116.90364

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.


90B50 Management decision making, including multiple objectives
90B35 Deterministic scheduling theory in operations research
90C10 Integer programming
90C06 Large-scale problems in mathematical programming


Full Text: DOI Link


[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
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