TY - GEN
T1 - A contribution of dynamical systems theory and epidemiological modeling to a viral marketing campaign
AU - Gonçalves, João N. C.
AU - Rodrigues, Helena Sofia
AU - Monteiro, M. Teresa T.
N1 - Publisher Copyright:
© Springer International Publishing AG 2017.
PY - 2017
Y1 - 2017
N2 - Nowadays, the interest in analyze and study the behavior of uncontrollable nature phenomena related to the impact of marketing campaigns is an action of prime importance to prevent chaotic dynamics. In this paper we assess the influence of Dynamical Systems theory and Mathematical Epidemiology on a real viral marketing campaign: Dove Real Beauty Sketches, based on a SIR epidemiological model. Motivated by the overwhelming success of this campaign, we study the mathematical properties and dynamics of the campaign real data - from the parameters estimation and its sensitivity to the stability of the mathematical model, simulated in Matlab. Mathematically, we show not only that the campaign was a viral epidemic, but also that it can be leveraged and optimized by epidemiological and mathematical modeling, which offer important guidelines to maximize the impact of a viral message and minimize the uncertainty related to the conception and outcome of new marketing campaigns.
AB - Nowadays, the interest in analyze and study the behavior of uncontrollable nature phenomena related to the impact of marketing campaigns is an action of prime importance to prevent chaotic dynamics. In this paper we assess the influence of Dynamical Systems theory and Mathematical Epidemiology on a real viral marketing campaign: Dove Real Beauty Sketches, based on a SIR epidemiological model. Motivated by the overwhelming success of this campaign, we study the mathematical properties and dynamics of the campaign real data - from the parameters estimation and its sensitivity to the stability of the mathematical model, simulated in Matlab. Mathematically, we show not only that the campaign was a viral epidemic, but also that it can be leveraged and optimized by epidemiological and mathematical modeling, which offer important guidelines to maximize the impact of a viral message and minimize the uncertainty related to the conception and outcome of new marketing campaigns.
KW - Marketing campaign
KW - Optimization
KW - SIR epidemiological model
KW - Stability and equilibrium
UR - http://www.scopus.com/inward/record.url?scp=85014386038&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-53480-0_96
DO - 10.1007/978-3-319-53480-0_96
M3 - Conference contribution
AN - SCOPUS:85014386038
SN - 9783319534794
T3 - Advances in Intelligent Systems and Computing
SP - 974
EP - 983
BT - Intelligent Systems Design and Applications
A2 - Novais, Paulo
A2 - Madureira, Ana Maria
A2 - Abraham, Ajith
A2 - Gamboa, Dorabela
PB - Springer Verlag
T2 - 16th International Conference on Intelligent Systems Design and Applications, ISDA 2016
Y2 - 16 December 2016 through 18 December 2016
ER -