A nonhomogeneous hidden Markov model of response dynamics and mailing optimization in direct marketing

DOI10.1016/J.EJOR.2016.02.055MaRDI QIDQ323199zbMATH OpenOpenAlexFDO

Authors Shaohui Ma, Lu Hou, Wensong Yao, Baozhen Lee

Publication date 7 October 2016

Published in European Journal of Operational Research (Search for Journal in Brave)

Full work available at URL https://doi.org/10.1016/j.ejor.2016.02.055

zbMATH Keywords

HMMOR in marketingcustomer lifetime valuemailing optimizationPOMDP

Mathematics Subject Classification ID

Marketing, advertising (90B60) Markov and semi-Markov decision processes (90C40)

Recommendations

• Optimal mailing of catalogs: A new methodology using estimable structural dynamic programming models
• Determining the optimal direct mailing frequency
• Considering endogeneity for optimal catalog allocation in direct marketing
• Mailing Decisions in the Catalog Sales Industry
• Random-coefficients hidden-Markov Poisson regression models for inferring a competitor's promotion strategy

Cites work

• scientific article; zbMATH DE number 509150 (Why is no real title available?)
• scientific article; zbMATH DE number 5198649 (Why is no real title available?)
• A neural network application to consumer classification to improve the timing of direct marketing activities
• Bayesian Methods for Hidden Markov Models
• Bayesian Statistics and Marketing
• Bayesian neural network learning for repeat purchase modelling in direct marketing
• Considering endogeneity for optimal catalog allocation in direct marketing
• Determining the optimal direct mailing frequency
• Inference from iterative simulation using multiple sequences
• Mailing Decisions in the Catalog Sales Industry
• Optimal mailing of catalogs: A new methodology using estimable structural dynamic programming models
• Quantitative models for direct marketing: A review from systems perspective
• The Optimal Control of Partially Observable Markov Processes over the Infinite Horizon: Discounted Costs

Cited in

(10)

• Optimal mailing of catalogs: A new methodology using estimable structural dynamic programming models
• Direct marketing of an event under hazards of customer saturation and forgetting
• A matheuristic for a customer assignment problem in direct marketing
• Estimating promotion effects in email marketing using a large-scale cross-classified Bayesian joint model for nested imbalanced data
• Considering endogeneity for optimal catalog allocation in direct marketing
• Monte Carlo analysis of estimation methods for the prediction of customer response patterns in direct marketing
• Random-coefficients hidden-Markov Poisson regression models for inferring a competitor's promotion strategy
• Determining the optimal direct mailing frequency
• Targeting customers under response-dependent costs
• A causal hidden Markov model for assessing effects of multiple direct mail campaigns

Describes a project that uses

Uses Software

• bayesm

This page was built for publication: A nonhomogeneous hidden Markov model of response dynamics and mailing optimization in direct marketing

Report a bug (only for logged in users!)Click here to report a bug for this page (MaRDI item Q323199)