Document Type



Marketing managers in the telecommunication sectors are confronted with considerable complexity. They have to make decisions about the optimum combination of products or offerings, customer groups and the means of interacting with potential customers. Further, in saturated markets such as mobile telephony, it is increasingly important to retain customers potentially to churn.

On the optimal campaign planning, this research describes how the customer survey was conducted for those potentially churning customers based on which an optimal campaign planning was followed. This research engages with the subjects of customer retention from the perspective of a major mobile operator in Taiwan. Customers’ preferences with C&C (campaign offer and communication channel) were predicted and input for further analysis for target selection optimization. These models was proved novel in an organizational prototype project suggesting that the use of the hybrid of data mining and optimization approaches can be effective for target selection.