The Mathematical Model of Marketing Campaign, which Uses Multiple Communication Channels

<p style="color: rgb(0, 0, 0); font-family: 'Times New Roman'; font-size: medium;">Now consumers are inundated with advertising in all its forms, so the problem of choosing the optimal strategy and the right communication channels to inform the audience is important and relevant. One method of solving this problem is to build a model of a marketing campaign and to analyze it.</p><p style="color: rgb(0, 0, 0); font-family: 'Times New Roman'; font-size: medium;">In this paper a mathematical model of a marketing campaign is considered, which essence - sending messages across multiple communication channels to different groups of target audiences in accordance to defined strategies.</p><p style="color: rgb(0, 0, 0); font-family: 'Times New Roman'; font-size: medium;">In addition to the mathematical model this paper provides a mechanism for data analysis to identify the best strategy and to understand what determines the success of the campaign.</p><p style="color: rgb(0, 0, 0); font-family: 'Times New Roman'; font-size: medium;">With the help of brute force of parameters a database of program runs was built. The proposed mechanism of data analysis consisting of inference of association rules and visualization of relation between parameters makes possible to identify key attributes that affect the success of the campaign.</p><p style="color: rgb(0, 0, 0); font-family: 'Times New Roman'; font-size: medium;">This model and method of data analysis can be used to identify target audiences, to which should be sent messages, and to select the optimal strategy.</p>