Abstract:
Cell marketing is a new marketing method derived from complex systems research. It
provides marketers with new insights as to 'who's who in the (customers & prospects) zoo '.
This paper describes for the first time the concept of cell marketing and why it is positioned
as more specific and customer focused than segmentation processes alone. A case study is
presented which involves a telecommunications company's attempts to more effectively target
premium offers to key parties within its existing base. The paper also describes usage for
customer acquisition purposes and its broader applicability to any industry segment via
named entity extraction methods from unstructured data sources.
