A matheuristic for a customer assignment problem in direct marketing

In direct marketing, companies use sales campaigns to target their customers with personalized product offers. The effectiveness of marketing greatly depends on the assignment campaigns. this paper, we consider a real-world planning problem major telecommunications company that assigns its individual activities Various side constraints, such as budgets and targets, must be met. Conflict constraints ensure are not assigned too frequently similar activities. Related problems have been addressed in literature; however, none existing approaches cover all considered here. To close gap, develop matheuristic employs new decomposition strategy cope large number conflict typical instances. computational experiment, compare performance proposed two mixed-binary linear programs test set includes large-scale derives near-optimal solutions short running times for small- medium-sized instances scales practical size comprising millions hundreds deployment at has considerably increased overall