This research presents a new approach to derive recommendations for
segment-specific, targeted marketing campaigns on the product category level. The
proposed methodological framework serves as a ...decision support tool for customer
relationship managers or direct marketers to select attractive product categories for
their target marketing efforts, such as segment-specific rewards in loyalty programs,
cross-merchandising activities, targeted direct mailings, customized supplements in
catalogues, or customized promotions. The proposed methodology requires cus-
tomers' multi-category purchase histories as input data and proceeds in a stepwise
manner. It combines various data compression techniques and integrates an opti-
mization approach which suggests candidate product categories for segment-specific
targeted marketing such that cross-category spillover effects for non-promoted
categories are maximized. To demonstrate the empirical performance of our pro-
posed procedure, we examine the transactions from a real-world loyalty program of
a major grocery retailer. A simple scenario-based analysis using promotion
responsiveness reported in previous empirical studies and prior experience by
domain experts suggests that targeted promotions might boost profitability between
15 % and 128 % relative to an undifferentiated standard campaign.
Provider: - Institution: - Data provided by Europeana Collections- Date de numérisation : 2011- Nombre de vues du document : 494- Lieu de publication : S.l.- Note de contenu : Contient un croquis à ...la plume de François Marius Granet ainsi que 2 lithographies de Delpech représentant Jean Baptiste Greuze- Fonds ou documents en rapport : Original de la lettre illustrée d'Hector Giacomelli à Adolphe Beugniet ; Original de la note illustrée d'Anne-Louis Girodet ; Original de la lettre illustrée de François Marius Granet au comte de Forbin ; Original du croquis de François Marius Granet ; Original de la lettre illustrée de Cacault à la mère de Gros - Partenariats : Document numérisé grâce au mécénat de la Société BIC- Langue du document : Français- All metadata published by Europeana are available free of restriction under the Creative Commons CC0 1.0 Universal Public Domain Dedication. However, Europeana requests that you actively acknowledge and give attribution to all metadata sources including Europeana
Provider: - Institution: Institut National d'Histoire de l'Art - Data provided by Europeana Collections- 1766-1921- Nombre de vues du document : 494- Date de numérisation : 2011- Note de contenu : ...Contient un croquis à la plume de François Marius Granet ainsi que 2 lithographies de Delpech représentant Jean Baptiste Greuze- Documents en rapport : Original de la lettre illustrée d'Hector Giacomelli à Adolphe Beugniet; Original de la note illustrée d'Anne-Louis Girodet; Original de la lettre illustrée de François Marius Granet au comte de Forbin; Original du croquis de François Marius Granet; Original de la lettre illustrée de Cacault à la mère de Gros- Partenariats : Document numérisé grâce au mécénat de la Société BIC- Langue du document : Français- Lieu de publication : S.l.- All metadata published by Europeana are available free of restriction under the Creative Commons CC0 1.0 Universal Public Domain Dedication. However, Europeana requests that you actively acknowledge and give attribution to all metadata sources including Europeana
