NDLI: Response measurement and optimization of direct mailings

Please wait, while we are loading the content...

Response measurement and optimization of direct mailings

Content Provider	Springer Nature Link
Author	Schröder, Nadine Hruschka, Harald
Copyright Year	2012
Abstract	Beginning with 1995, we discuss different studies that deal with response measurement and optimization of direct mailings. Most of these studies analyze data sets from mail order companies or charities. We classify various dependent and predictor variables and—w.r.t. the latter distinguish static and dynamic effects. Response models are divided into parametric and flexible models. Besides, we analyze important modeling aspects, i.e., latent heterogeneity and endogeneity. Optimization methods are presented according to whether they refer to static or dynamic objectives. Based on these modeling aspects we evaluate the different studies. Considering various studies of model evaluation it becomes evident that logit models frequently constitute a good choice. However, Bayesian neural nets and Tobit models turn out to be good alternatives. As predictor effects are concerned results vary. Authors do not completely agree on which variables are the most important. Furthermore, signs and significances of predictors vary across studies. The majority of studies neglect latent heterogeneity and endogeneity. Finally, results show that there are still plenty of interesting research possibilities, such as a comprehensive evaluation of models or new specifications of (mailing) variables.
Starting Page	261
Ending Page	308
Page Count	48
File Format	PDF
ISSN	03449327
Journal	Journal für Betriebswirtschaft
Volume Number	62
Issue Number	3-4
e-ISSN	1614631X
Language	English
Publisher	Springer-Verlag
Publisher Date	2012-11-28
Publisher Place	Berlin, Heidelberg
Access Restriction	Subscribed
Subject Keyword	Direct marketing Response models Latent heterogeneity Endogeneity Optimization Business/Management Science
Content Type	Text
Resource Type	Article
Subject	1400/1401 Strategy and Management

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

Functional Flexibility, Latent Heterogeneity and Endogeneity in Aggregate Market Response Models

Endogeneity of store attributes in heterogeneous store-level sales response models

Calling Customers to Take Action: The Impact of Incentive and Customer Characteristics on Direct Mailing Effectiveness

A content analysis of direct response television advertising

International direct marketing strategy

A method for inducing response rates in business-to-business direct marketing campaigns

Compliance strategies in direct response advertising

Recent Progress on Endogeneity in Choice Modeling

Identifying consumer heterogeneity in unobserved categories

Response measurement and optimization of direct mailings

Similar Documents

Functional Flexibility, Latent Heterogeneity and Endogeneity in Aggregate Market Response Models

Endogeneity of store attributes in heterogeneous store-level sales response models

Calling Customers to Take Action: The Impact of Incentive and Customer Characteristics on Direct Mailing Effectiveness

A content analysis of direct response television advertising

International direct marketing strategy

A method for inducing response rates in business-to-business direct marketing campaigns

Compliance strategies in direct response advertising

Recent Progress on Endogeneity in Choice Modeling

Identifying consumer heterogeneity in unobserved categories

Response measurement and optimization of direct mailings