Mobile advertising system: Campaign analysis; SingTel

Abstract

Since this was the first time SingTel is taking interns from the lIMs there was no laid plan or program on how to handle management trainees. Most aspects right from booking flights to the internship location to accommodation to assigning projeet&happened on the fly. This made things a little difficult in the initial days due to the uncertainties. However once the project was assigned it was smooth flow since the teams were intimated of our arrival and thus were welcoming us to join them. I was assigned a role in quantitative resear.ch and hence my first month of work involved data collection from across the branches of SingTel in Singapore. This necessitated a lot of travel on a per day basis. On an average I visited at least 2 branches and the travel between branches was taken care of by the team, My focus during the internship period was the efficiency of the heart of their system, called the Ad selection engine. The Ad Selection Engine analyzes the ad request and the running campaigns to select the best advertisement to serve the user at the given time via the relevant channel. The Engine performs the real-time ad matching and scoring based on the user profile, response history, delivery channel and real-time context to select the advertisement. In addition, the Engine implements the exposure policy rules (frequency capping) and performs predictive analysis based on response history. Overall the internship experience was pleasant although they did not have a P9licy for a PPO. The two of us from lIM Bangalore have requested SingTel to frame a program for interns from lIMs which they have acceded to.