Direct Mailing Decisions for a Dutch Fundraiser

Topics:
Direct Marketing
Tags:
Advertising & Promotion,
Software,
Sales Channel,
Sales,
Marketing Research,
Marketing,
Management,
Frequency,
Erasmus University Rotterdam,
Enterprise Software,
...
Source:
Erasmus University Rotterdam

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Overview: Direct marketing firms want to transfer their message as efficiently as possible in order to obtain a profitable long-term relationship with individual customers. Much attention has been paid to address selection of existing customers and on identifying new profitable prospects. Less attention has been paid to the optimal frequency of the contacts with customers. The paper provides a decision support system that helps the direct mailer to determine mailing frequency for active customers. The underlying model is based on an optimization model for the frequency of direct mailings.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: PDF | Size: 59KB | Date: Jul 2002 | Pages: 23

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