Effective customer selection for marketing campaigns based on net scores

2017 ◽  
Vol 11 (1) ◽  
pp. 2-15 ◽  
Author(s):  
René Michel ◽  
Igor Schnakenburg ◽  
Tobias von Martens
Keyword(s):  
Decision Trees ◽  
Direct Marketing ◽  
Real Data ◽  
Business Case ◽  
Added Value ◽  
Scoring Method ◽  
Content Type ◽  
Effective Selection ◽  
Selection For ◽  
Response Modeling

Purpose This paper aims to address the effective selection of customers for direct marketing campaigns. It introduces a new method to forecast campaign-related uplifts (also known as incremental response modeling or net scoring). By means of these uplifts, only the most responsive customers are targeted by a campaign. This paper also aims at calculating the financial impact of the new approach compared to the classical (gross) scoring methods. Design/methodology/approach First, gross and net scoring approaches to customer selection for direct marketing campaigns are compared. After that, it is shown how net scoring can be applied in practice with regard to different strategical objectives. Then, a new statistic for net scoring based on decision trees is developed. Finally, a business case based on real data from the financial sector is calculated to compare gross and net scoring approaches. Findings Whereas gross scoring focuses on customers with a high probability of purchase, regardless of being targeted by a campaign, net scoring identifies those customers who are most responsive to campaigns. A common scoring procedure – decision trees – can be enhanced by the new statistic to forecast those campaign-related uplifts. The business case shows that the selected scoring method has a relevant impact on economical indicators. Practical implications The contribution of net scoring to campaign effectiveness and efficiency is shown by the business case. Furthermore, this paper suggests a framework for customer selection, given strategical objectives, e.g. minimizing costs or maximizing (gross or lift)-added value, and presents a new statistic that can be applied to common scoring procedures. Originality/value Despite its lever on the effectiveness of marketing campaigns, only few contributions address net scores up to now. The new χ2-statistic is a straightforward approach to the enhancement of decision trees for net scoring. Furthermore, this paper is the first to the application of net scoring with regard to different strategical objectives.

An ageing well collaboration: opportunity or wicked problem

2019 ◽  
Vol 40 (1) ◽  
pp. 18-27
Author(s):  
Lois Marjorie Hazelton ◽  
Laurence Murray Gillin ◽  
Fiona Kerr ◽  
Alison Kitson ◽  
Noel Lindsay
Keyword(s):  
Policy Development ◽  
Independent Living ◽  
Integrated Approach ◽  
Business Case ◽  
Economic Benefits ◽  
Added Value ◽  
Wicked Problem ◽  
Wealth Creation ◽  
Content Type ◽  
Collaborative Structure

Purpose Within the “wicked” concept of ageing, this paper aims to primarily model an integrated approach to identifying and evaluating opportunities that deliver innovative outcomes in Ageing Well Practice, Health and Economic Policy and Research Actions using a collaborative and entrepreneurial mindset. The strategic focus is on a “Boomer” (user)-driven and facilitated Network – that brings together health professionals, research specialists, technologists, ageing well providers, “encore” career specialists, life-style providers, community groups, wealth creation specialists and industry innovators to streamline the progression of identified concepts to valued users and markets and enhance the economy. Design/methodology/approach Using the unit of analysis for innovation, i.e. the “added-value” as perceived by the user and not simply a product or a technology, the identified “opportunity-outcome” will embed a new service concept or intervention, which embraces and promotes ageing well, independent living or resident-centred care in the community and delivers direct and indirect economic benefits. Findings The authors model a point of differentiation in facilitating existing ageing well policies in the community, through a focus on an integrated and multi-dimensional collaborative framework that can deliver user value and contributes to community and economic benefits. Research limitations/implications Generalising results without a commercial business case from this single strategic viewpoint requires caution. The positive outcomes from this innovation collaborative concept can be used to guide further policy development and business investment in ageing well needs. Practical implications Such an integrated innovation collaborative structure provides the capacity to identify ageing well opportunities, to contract enterprises, both SMEs’ and larger companies, for development of the opportunities into user-valued outcomes, to network venture resources and deliver these outcomes to a sustainable market of ageing well citizens. Social implications The Ageing Well Innovation collaborative framework identifies practical ways to integrate new concepts of ageing participation to be realised by the increasing number of “Boomers”. It provides a self-managing process for linking individuals, public and private parties to maximise information and ideas flow, and engagement of the skilled resources in the Boomer group. Originality/value The innovation collaborative structure proposed is not simply novel but is a targeted focus on entrepreneurship and innovation applied strategically to the needs of ageing boomers and community needs. The added-value is in the demonstrated enhancement to effective innovation outcomes in community ageing and the economy.

RFM approach for telecom insolvency modeling

Kybernetes ◽  
2016 ◽  
Vol 45 (5) ◽  
pp. 815-827 ◽  
Author(s):  
Tomasz S. Zabkowski
Keyword(s):  
Logistic Regression ◽  
Decision Trees ◽  
Direct Marketing ◽  
Warning System ◽  
Data Retrieval ◽  
Computational Time ◽  
Risk Level ◽  
Content Type ◽  
Customer Data ◽  
Logistic Regression Models

Purpose – The purpose of this paper is to present application of recency, frequency and monetary value (RFM) approach to predict customer insolvency using telecommunication data corresponding to RFM of late payments. The study tackles a serious problem that telecommunication companies often face and shows the ways to deal with it. Design/methodology/approach – Based on a real telecom customer data, RFM approach was tested against decision trees and logistic regression models. Proposed models were evaluated with lift measure, area under the receiver operating characteristic and the ability to detect significant amount of money owed by insolvent customers. Findings – The main findings from the research are twofold: RFM approach offers a viable alternative for customer insolvency classification. The proposed models perform well and all of them can capture significant amount of money owed by insolvent customers what is of high importance for the revenue assurance. Originality/value – In comparison to previous studies proposed research presents novelty in the following areas. First, it deals with RFM applied to insolvency data (previous studies dealt with direct marketing data). Second, with these three variables it is possible to act as an early warning system for predicting the risk level and probable anomalies as quickly as it is possible (data retrieval and computational time is reduced). Third, RFM approach was tested against decision trees and logistic regression and the quality of the models was also assessed three months after the estimation.

Rationales of gender diversity management policies and practices in India: an exploratory empirical study in the Indian IT/ITeS industry

2020 ◽  
Vol 39 (6) ◽  
pp. 667-688
Author(s):  
Shreyashi Chakraborty ◽  
Leena Chatterjee
Keyword(s):  
Survey Methodology ◽  
Economic Value ◽  
Gender Diversity ◽  
Diversity Management ◽  
Business Case ◽  
Full Time ◽  
Content Type ◽  
Indian Context ◽  
Management Policies ◽  
Policies And Practices

PurposeThe Indian context is marked with weak anti-discrimination laws and patchy implementation of protection of civil rights of women at workplaces. The purpose of this paper is to unearth the rationales of the adoption of gender diversity management policies and practices in India, in the absence of laws and regulations.Design/methodology/approachInspiration is drawn from previous studies on diversity management in other national contexts, and a survey methodology was adopted. The lead researcher administered the questionnaires personally to all respondents to ensure that the understanding of the questions is uniform across respondents as gender diversity management is a relatively new concept in India.FindingsSize of the organisation (number of full-time employees), the influence of external organisations and perceived enhanced organisational flexibility were found to explain the adoption of gender diversity management policies and practices in the Indian IT/ITeS industry. Findings also indicate that Indian subsidiaries of foreign multinationals tend to adopt more gender diversity management policies and practices as compared to Indian-owned organisations.Research implicationsThis study provides evidence that organisations do not always enact structures or behaviours in the pursuit of normative rationality and also consider the economic value of them, establishing an organisational agency in adopting legitimated norms or practices. The study also shows that gender diversity management policies and practices are not only dependent on the enactment of laws but also are adopted because of the economic benefit perceived.Originality/valueDiversity management policies and practices have been mostly studied in national contexts with anti-discrimination laws or affirmative action programs and have been claimed to be a successor of equal employment opportunity (EEO) policies. In the absence of stringent laws to reduce or eliminate discrimination against women employees in Indian workplaces, this study contributes to the literature by determining whether the business case for gender diversity drives the adoption of gender diversity management in the Indian context.

scholarly journals Enhancing Terpene Yield from Sugars via Novel Routes to 1-Deoxy-d-Xylulose 5-Phosphate

2014 ◽  
Vol 81 (1) ◽  
pp. 130-138 ◽  
Author(s):  
James Kirby ◽  
Minobu Nishimoto ◽  
Ruthie W. N. Chow ◽  
Edward E. K. Baidoo ◽  
George Wang ◽  
...  
Keyword(s):  
Bacterial Species ◽  
Xylose Reductase ◽  
Pentose Phosphate ◽  
Terpene Biosynthesis ◽  
Content Type ◽  
E Coli ◽  
Pathway Expression ◽  
Terpene Synthesis ◽  
Selection For

ABSTRACTTerpene synthesis in the majority of bacterial species, together with plant plastids, takes place via the 1-deoxy-d-xylulose 5-phosphate (DXP) pathway. The first step of this pathway involves the condensation of pyruvate and glyceraldehyde 3-phosphate by DXP synthase (Dxs), with one-sixth of the carbon lost as CO2. A hypothetical novel route from a pentose phosphate to DXP (nDXP) could enable a more direct pathway from C5sugars to terpenes and also circumvent regulatory mechanisms that control Dxs, but there is no enzyme known that can convert a sugar into its 1-deoxy equivalent. Employing a selection for complementation of adxsdeletion inEscherichia coligrown on xylose as the sole carbon source, we uncovered two candidate nDXP genes. Complementation was achieved either via overexpression of the wild-typeE. coliyajOgene, annotated as a putative xylose reductase, or via various mutations in the nativeribBgene.In vitroanalysis performed with purified YajO and mutant RibB proteins revealed that DXP was synthesized in both cases from ribulose 5-phosphate (Ru5P). We demonstrate the utility of these genes for microbial terpene biosynthesis by engineering the DXP pathway inE. colifor production of the sesquiterpene bisabolene, a candidate biodiesel. To further improve flux into the pathway from Ru5P, nDXP enzymes were expressed as fusions to DXP reductase (Dxr), the second enzyme in the DXP pathway. Expression of a Dxr-RibB(G108S) fusion improved bisabolene titers more than 4-fold and alleviated accumulation of intracellular DXP.

A comparison between economic and organic store brands

2017 ◽  
Vol 45 (12) ◽  
pp. 1298-1316 ◽  
Author(s):  
Magali Jara ◽  
Gérard Cliquet ◽  
Isabelle Robert
Keyword(s):  
Brand Equity ◽  
Perceived Quality ◽  
Purchase Intentions ◽  
Path Model ◽  
Added Value ◽  
Store Brand ◽  
Store Brands ◽  
Content Type ◽  
Further Development

Purpose The purpose of this paper is to tackle the issue of store brand equity by considering two store brand’s positioning strategies: those with high perceived added value (the organic store brands), as opposed to economic brands. It takes place in the current environmental considerations showing the important role played by the packaging in determining the store brand equity. Design/methodology/approach A PLS Path model divided into four sub-models enables the authors to make specific predictions about customers’ purchase intentions. It also provides a concise operational calculation of the brand equity of each studied store brand. Findings Results show that economic brands build their equity with reinforced packaging, and organic brands maximise their brand equity by using simple packaging. In general, reinforced packaging improves the perceived quality of economic store brands but destroys that of organic brands. The calculations of overall equity scores for each studied store brand reveal that economic brands could benefit from further development whilst organic brands already maximise their equity. Practical implications Results will enable large retailers to develop effective campaigns focussing on perceived quality and more specifically by designing packaging that are suitable for the positioning of their brands – a simple packaging for organic brands and a reinforced packaging for economic brands to maximise customers’ value. Originality/value This is one of the first studies to deepen the store brand equity, comparing two contrasting types of brands, by studying specifically variations of the levels of customers’ perceived quality depending of two types of packaging.

scholarly journals Green business models in the construction sector: an analysis of outcomes and benefits

2018 ◽  
Vol 18 (1) ◽  
pp. 20-42 ◽  
Author(s):  
Amal Abuzeinab ◽  
Mohammed Arif ◽  
Mohd. Asim Qadri ◽  
Dennis Kulonda
Keyword(s):  
Environmental Sustainability ◽  
Business Models ◽  
Dominant Role ◽  
Business Case ◽  
Essential Elements ◽  
Construction Sector ◽  
Structured Interviews ◽  
Content Type ◽  
Green Business ◽  
The Uk

Purpose Green business models (GBMs) in the construction sector represent the logic of green value creation and capture. Hence, the call to examine GBMs is growing ever louder. The aim of this paper is to identify benefits of GBMs by adopting five essential elements of the GBM from the literature: green value proposition; target group; key activities; key resources (KR); and financial logic. Design/methodology/approach In all, 19 semi-structured interviews are conducted with construction sector practitioners and academics in the UK. Thematic analysis is used to obtain benefits of GBMs. Further, the interpretive ranking process (IRP) is used to examine which elements of the GBM have a dominant role in providing benefits to construction businesses. Findings The benefits are grouped into three themes: credibility/reputation benefits; financial benefits; and long-term viability benefits. The IRP model shows that the element of KR is the most important when evaluated against these three benefit themes. Practical implications Linking GBM elements and benefits will help companies in the construction sector to analyse the business case of embracing environmental sustainability. Originality/value This research is one of the few empirical academic works investigating the benefits of GBMs in the construction sector. The IRP method is a novel contribution to GBMs and construction research.

Gender diversity and innovation in mining – a corpus-based discourse analysis

2017 ◽  
Vol 9 (4) ◽  
pp. 359-376 ◽  
Author(s):  
Ylva Fältholm ◽  
Cathrine Norberg
Keyword(s):  
Discourse Analysis ◽  
Gender Diversity ◽  
Mining Industry ◽  
Diversity Management ◽  
Business Case ◽  
Female Representation ◽  
Policy Makers ◽  
Content Type ◽  
Gender Patterns ◽  
Practical Implications

Purpose The purpose of this study is to gain increased knowledge about gender diversity and innovation in mining by analyzing how women are discursively represented in relation to these two concepts, and in doing so establish how diversity management is received and communicated in the industry. Design/methodology/approach The study is based on analysis of texts including references to gender diversity and innovation in mining found on the web. The tool used to retrieve the data has been WebCorpLive, a tool designed for linguistic analysis of web material. Findings Although increased female representation is communicated as a key component in the diversity management discourse, based on the idea that diversity increases innovation and creativity, closer analysis of texts on diversity and innovation in mining shows that what women are expected to contribute with has little explicit connection with innovation. Research limitations/implications The study contributes with increased knowledge about diversity management by providing an example of how it is received in a traditionally male-dominated industry. Practical implications The findings indicate that for diversity management to have a real effect in mining, it needs to be based on gender equality and social justice motives, rather than on a business case rationale – the principal motive today. To enable this change, stereotypical gender patterns, as shown in this study, need to be made visible and problematized among policy makers, practitioners and actors on all levels of the industry. Originality value The study contributes with new knowledge about gender in the mining industry previously not attended to by using a method which so far has been sparsely used in discourse analysis, although pointed out as promising.

scholarly journals Changing audience behaviour: festival goers and throwaway tents

2014 ◽  
Vol 5 (3) ◽  
pp. 247-262 ◽  
Author(s):  
Stephen Henderson ◽  
James Musgrave
Keyword(s):  
Conceptual Framework ◽  
Social Marketing ◽  
Consumer Behaviour ◽  
Behavioural Change ◽  
Marketing Strategies ◽  
Added Value ◽  
Change Strategies ◽  
Environmental Practices ◽  
Content Type ◽  
Practical Tool

Purpose – To translate theory into a practical tool, the purpose of this paper is to provide a conceptual framework for the development of social marketing strategies to modify event attendee behaviour in a sustainable direction. Design/methodology/approach – Consumer value is synthesised with social marketing and consumer behaviour theory to develop the framework. A major problem for festivals (throwaway tents) and current pro-environmental practices are used to determine the framework's applicability. Findings – The conceptual framework suggests that achieving desired behaviour(s) within an audience requires consideration of the added value at the downstream level, strategies that recognise offsite/onsite behaviour settings, engagement of upstream advocacy and more attention to the evaluation of success. Research limitations/implications – A single low-involvement behaviour example is used to validate the conceptual framework suggesting further work is needed to widen tests of its applicability. Originality/value – This paper synthesises theory into a framework that has significant potential as a tool to develop behavioural change strategies at events.

Sign in / Sign up

Export Citation Format

Share Document