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請使用永久網址來引用或連結此文件:
https://irlib.pccu.edu.tw/handle/987654321/20524
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| 題名: | The Importance of Modeling Temporal Dependence of Timing and Quantity in Direct Marketing |
| 作者: | Chou, CH (Chou, Chien-Heng)
Jen, LC (Jen, Lichung)
Allenby, GM (Allenby, Greg M.) |
| 貢獻者: | 國際企業管理研究所 |
| 關鍵詞: | customer relationship management
customer scoring
lifetime value
covariance heterogeneity
Bayesian analysis |
| 日期: | 2009 |
| 上傳時間: | 2011-11-30 13:23:16 (UTC+8) |
| 摘要: | The analysis of customer value in direct marketing typically combines customer timing and quantity data into a single statistic that is used to compute lifetime values, rank-order customers for differential action, and identify prospects for cross-selling. However, current models assume that purchase timing and quantity decisions are independently realized (i.e., uncorrelated) over time given individual-level parameters. In this article, the authors show that customer value calculations can be severely biased in these models when timing and quantity are dependently related. The authors propose alternative models that lead to substantial gains in profitability in two direct-marketing data sets. The results indicate that the commonly held assumption of independence leads to an over-valuation of customer value. |
| 顯示於類別: | [企業管理學系暨國際企業管理研究所] 期刊論文
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