An Optimization Model for Personalized Promotions in Multiplexes

Autor:	Anand Moorthy, Tarun Bhaskar, Debasis Bal, Angshuman Saha, Srikanth Rajagopalan, Gopi Subramanian
Rok vydání:	2009
Předmět:	Marketing Structure (mathematical logic) business.industry media_common.quotation_subject Loyalty program Film industry Competition (economics) Promotion (rank) Monetary value Loyalty Quality constraint Business media_common
Zdroj:	Journal of Promotion Management. 15:229-246
ISSN:	1540-7594 1049-6491
Popis:	This article proposes a structure for personalized promotions in multiplexes using RFM (Recency, Frequency, and Monetary Value) Analysis, predictive modeling, and optimization at different stages. The stiff competition in the multiplex industry in India makes it essential for the players to have a good loyalty program. One effective way for increasing loyalty would be to introduce personalized promotions for the customers. This would make the promotion more targeted towards the needs of the customers and would keep them involved. One major challenge in implementing any personalized promotion is to have a good and efficient structure for the same. The proposed structure is capable of incorporating business constraints and providing useful business insights to help the multiplex have an effective loyalty program.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::3f5e1bc9f35bac325c94e0eea3cd99be https://doi.org/10.1080/10496490902837296 Zobrazit plný text záznamu