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An explorative study towards the feasibility of uplift modeling within a direct marketing setting and a web-based setting

Munting, M. (2020) An explorative study towards the feasibility of uplift modeling within a direct marketing setting and a web-based setting.

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Abstract:This exploratory research has investigated the role and feasibility of uplift modeling in the broad domain of digital marketing through the analysis and comparison of two direct marketing settings: campaign and web-based. This relatively new modeling technique has been applied within an email campaign setting and is conceptually and practically compared with a dynamic web-based setting in order to discover the broader feasibility and potential business value of uplift in digital marketing. This research report has shown how uplift similar to an email campaign setting, can be used to estimate the incremental and causal effect of direct marketing promotion/stimulus on customer (favorable) behavior in a web-based setting. From an analytical marketing perspective, it would enable marketers to get an increased understanding of how customers/web-users can respond in relation to a direct marketing communication such as a campaign or a (personalized) web-stimuli. This enhances marketing decision-making with regards to determine which type of direct marketing incentive or stimulus is best to undertake for achieving the highest incremental response for purposes as conversion optimization.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/85430
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