Optimization of the Annual Planning of Targeted Offers in Direct Marketing
| Autor: | S. Delanote, Roel Leus, F. Talla Nobibon |
|---|---|
| Rok vydání: | 2011 |
| Předmět: |
Marketing
021103 operations research Operations research Computer science business.industry Strategy and Management 0211 other engineering and technologies 02 engineering and technology Management Science and Operations Research Management Information Systems Direct marketing Work (electrical) 0202 electrical engineering electronic engineering information engineering Economics 020201 artificial intelligence & image processing Segmentation business Integer programming |
| Zdroj: | SSRN Electronic Journal. |
| ISSN: | 1556-5068 |
| DOI: | 10.2139/ssrn.1967384 |
| Popis: | This paper develops an optimization model that captures the annual planning of product-targeting campaigns occurring in financial institutions. The formulation described in this paper extends current product-targeting optimization models found in the literature on two main aspects, namely the possibility of promoting bundled products and the use of multi-channel structures. The complexity of the problem is studied and extensive computational experiments are performed on representative data sets. The effect of client segmentation is empirically examined and some strategic applications of the model are presented. Our work is based on a practical case, but all features identifying the company have been removed. © 2013 Operational Research Society Ltd. ispartof: Journal of the Operational Research Society vol:64 issue:12 pages:1770-1779 status: published |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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