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

DOI10.1016/J.EJOR.2016.02.055zbMATH Open1346.90464OpenAlexW2295453237MaRDI QIDQ323199FDOQ323199

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

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zbMATH Keywords

HMMOR in marketingcustomer lifetime valuemailing optimizationPOMDP

Mathematics Subject Classification ID

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

Cites Work

• Inference from iterative simulation using multiple sequences
• The Optimal Control of Partially Observable Markov Processes over the Infinite Horizon: Discounted Costs
• Title not available (Why is that?)
• Bayesian Statistics and Marketing
• Title not available (Why is that?)
• Bayesian Methods for Hidden Markov Models
• Quantitative models for direct marketing: A review from systems perspective
• Bayesian neural network learning for repeat purchase modelling in direct marketing
• Determining the optimal direct mailing frequency
• A neural network application to consumer classification to improve the timing of direct marketing activities
• Optimal mailing of catalogs: A new methodology using estimable structural dynamic programming models
• Mailing Decisions in the Catalog Sales Industry
• Considering endogeneity for optimal catalog allocation in direct marketing

Cited In (9)

• 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
• Random-coefficients hidden-Markov Poisson regression models for inferring a competitor's promotion strategy
• Monte Carlo analysis of estimation methods for the prediction of customer response patterns in direct marketing
• Considering endogeneity for optimal catalog allocation in direct marketing
• Estimating promotion effects in email marketing using a large-scale cross-classified Bayesian joint model for nested imbalanced data
• Determining the optimal direct mailing frequency
• Targeting customers under response-dependent costs

Uses Software

• bayesm

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