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dc.contributor.authorValenti, Albert
dc.contributor.authorSrinivasan, Shuba
dc.contributor.authorYildirim, Gokhan
dc.contributor.authorPauwels, Koen
dc.date.accessioned2024-05-15T13:30:38Z
dc.date.available2024-05-15T13:30:38Z
dc.date.created2023-09-13T14:27:08Z
dc.date.issued2023
dc.identifier.citationJournal of the Academy of Marketing Science. 2023, 1-20.en_US
dc.identifier.issn0092-0703
dc.identifier.urihttps://hdl.handle.net/11250/3130576
dc.description.abstractMultichannel retailers need to understand how to allocate marketing budgets to customer segments and online and offline sales channels. We propose an integrated methodological approach to assess how email and direct mail effectiveness vary by channel and customer value segment. We apply this approach to an international beauty retailer in six countries and to an apparel retailer in the United States. We estimate multi-equation hierarchical linear models and find that sales responsiveness to email and direct mail varies by customer value segment. Specifically, direct mail drives customer acquisition in the offline channel, while email drives sales for both online and offline channels for current customer segments. A randomized field experiment with the beauty retailer provides causal support for the findings. The proposed reallocation of marketing resources would yield a revenue lift of 13.5% for the beauty retailer and 9.3% for the apparel retailer, compared with the 6.5% actual increase in the field experiment.en_US
dc.description.abstractDirect mail to prospects and email to current customers? Modeling and field-testing multichannel marketingen_US
dc.language.isoengen_US
dc.publisherSpringeren_US
dc.rightsNavngivelse 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/deed.no*
dc.subjectMarketing mix effectivenessen_US
dc.subjectMultichannel retailing en_US
dc.subjectDirect mailen_US
dc.subjectEmail en_US
dc.subjectHierarchical linear model en_US
dc.subjectField experimenten_US
dc.titleDirect mail to prospects and email to current customers? Modeling and field-testing multichannel marketingen_US
dc.title.alternativeDirect mail to prospects and email to current customers? Modeling and field-testing multichannel marketingen_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.description.versionpublishedVersionen_US
dc.source.pagenumber1-20en_US
dc.source.volume52en_US
dc.source.journalJournal of the Academy of Marketing Scienceen_US
dc.identifier.doi10.1007/s11747-023-00962-2
dc.identifier.cristin2174769
cristin.ispublishedtrue
cristin.fulltextoriginal
cristin.qualitycode2


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