Marketing Seminar（2018-25）

Topic: Human Mobility Analysis Using Machine-Learning and its Applications in Marketing

Speaker: Francisco Orlando Cisternas Vera, The Chinese University of Hong Kong (CUHK) Business School

Time: Wednesday, 12 December, 13:30-15:00

Location: Room 217, Guanghua Building 2

Abstract:

The large penetration and use of mobile devices is a fast and global phenomenon. The availability of mobile information has enabled firms to better understand customer behavior and to design new services based on these technologies. However, the development of methodologies to extract valuable insights from big data sources has not followed the same speed. In this research, we proposed a new methodology using machine-learning, to integrate and characterize usage patterns in this domain. Specifically, we utilize multiple proprietary phone traffic data sets from Chinese and Chilean cities with over two billion observations from which we reconstruct both the customer social interaction and mobility patterns. We found rich patterns of customer mobility that can be used by firms to enhance their segmentation and targeting processes.

Introduction:

Prof. Francisco Cisternas is an Assistant Professor of Marketing at The Chinese University of Hong Kong (CUHK) Business School. He received his PhD in Business Administration (Marketing) and MS in Business Administration from Carnegie Mellon University, and a BS in Industrial Engineering and MS in Operations Management from the University of Chile. His research focus on modelling the interactions between the digital and physical channels using big data and combining aspects of Operations into Marketing. His research applications include Fintech, Sports and Retail Industries. Prof. Cisternas’ work was awarded two research grants from the PNC Centre for Financial Services and Innovations from one of the largest banks in the US. In 2015 Prof. Cisternas was distinguished with the Dipankar and Sharmila Chakravarti fellowship for his contributions to research in Marketing.

Your participation is warmly welcomed!