Knowledge management and data mining for marketing
Decision Support Systems - Knowledge management support of decision making
Commercial Use of Upc Scanner Data: Industry and Academic Perspectives
Marketing Science
Computer assisted customer churn management: State-of-the-art and future trends
Computers and Operations Research
Optimizing the Marketing Interventions Mix in Intermediate-Term CRM
Marketing Science
Inducing a marketing strategy for a new pet insurance company using decision trees
Expert Systems with Applications: An International Journal
Data augmentation by predicting spending pleasure using commercially available external data
Journal of Intelligent Information Systems
Direct marketing decision support through predictive customer response modeling
Decision Support Systems
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Although the application of segmentation and predictive modeling is an important topic in the database marketing (DBM) literature, no study has yet investigated the extent of adoption of these techniques. We present the results of a Dutch survey involving 228 database marketing companies. We find that managers tend to rely on intuition and on the long-standing methods RFM and cross-tabulation. Our results indicate that the application of segmentation and response modeling is positively related to company and database size, frequency of customer contact, and the use of a direct channel of distribution. The respondents indicate that future research should focus on models applicable for Internet marketing, long-term effects of direct marketing, irritation from direct marketing offers, and segmentation and predictive modeling techniques.