Real-Time Evaluation of Email Campaign Performance

Real-Time Evaluation of Email Campaign Performance

We develop a testing methodology that can be used to predict the performance of e-mail marketing campaigns in real time. We propose a split-hazard model that makes use of a time transformation (a concept we call virtual time) to allow for the estimation of straightforward parametric hazard functions...

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Bibliographic Details
Main Authors: Bonfrer, Andre, Dreze, Xavier
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2008
Subjects:
database marketing
e-mail
pretesting
advertising campaigns
Advertising and Promotion Management
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/4577
https://ink.library.smu.edu.sg/context/lkcsb_research/article/5576/viewcontent/Real_Time_Evaluation_of_Email_Campaign_Performance.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/4577
https://ink.library.smu.edu.sg/context/lkcsb_research/article/5576/viewcontent/Real_Time_Evaluation_of_Email_Campaign_Performance.pdf

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