Evaluating Direct Marketing Campaigns: recent findings and future research topics
This paper contains a survey of the recent literature on the evaluation of direct marketing campaigns. We give an outline of the various stages included in such a campaign. Next, we review the statistical methods most frequently used and we review the general findings from using these methods.
|Keywords||direct marketing, evaluation, quantitative models, target selection|
|JEL||Statistical Decision Theory; Operations Research (jel C44), Business Administration and Business Economics; Marketing; Accounting (jel M), Marketing (jel M31)|
|Publisher||Erasmus Research Institute of Management|
|Series||ERIM Report Series Research in Management|
|Rights||Copyright 2002, J-J. Jonker, P.H. Franses, N. Piersma, This report in the ERIM Report Series Research in Management is intended as a means to communicate the results of recent research to academic colleagues and other interested parties. All reports are considered as preliminary and subject to possibly major revisions. This applies equally to opinions expressed, theories developed, and data used. Therefore, comments and suggestions are welcome and should be directed to the authors.|
Jonker, J-J, Franses, Ph.H.B.F, & Piersma, N. (2002). Evaluating Direct Marketing Campaigns: recent findings and future research topics (No. ERS-2002-26-MKT). ERIM Report Series Research in Management. Erasmus Research Institute of Management. Retrieved from http://hdl.handle.net/1765/169