Real-Time Evaluation of Email Campaign Performance

• Main Authors: Bonfrer, Andre, Dreze, Xavier
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2008
• 主題: database marketing; e-mail; pretesting; advertising campaigns; Advertising and Promotion Management; Marketing
• 在線閱讀: 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

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...