Paper Title :A Low-Risk Experiments for Customer Segments of E-Mail Marketing Campgains: A Business Intelligence Approach
Author :George Sammour, Benoit Depaire, Koen Vanhoof
Article Citation :George Sammour ,Benoit Depaire ,Koen Vanhoof ,
(2017 ) " A Low-Risk Experiments for Customer Segments of E-Mail Marketing Campgains: A Business Intelligence Approach " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 41-47,
Volume-3,Issue-3
Abstract : Research in e-mail marketing is divided into two broad areas spam and improving response rate. In this paper a
methodology is proposed which allows companies to experiment with their e-mail campaigns to increase the campaigns’
response rate. This methodology is particularly suited for companies that are reluctant to experiment with their customer’s
data which may lead to a drop of the response rate due to unsuccessful changes of the e-mail campaign. The objectives of
this research have been achieved in applying a two-step approach. Firstly, homogeneous groups of customers are identified,
eliminating largely any hindering heterogeneity. Secondly, customers that are not clicking and/or having a low click rate
within their homogeneous groups are identified. The results are promising such that it allowed for making informed
recommendations for low-risk experiments on customers having a non/low-click behaviour on a weekly newsletter e-mail.
Keywords- E-mail marketing campaign, response rate, click rate, cluster analysis, decision tree modelling
Type : Research paper
Published : Volume-3,Issue-3
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-7517
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Copyright: © Institute of Research and Journals
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Published on 2017-06-08 |
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