Evaluating Direct Marketing Campaigns: Recent Findings and Future Research Topics

46 Pages Posted: 20 Feb 2003

See all articles by Jedid-Jah Jonker

Jedid-Jah Jonker

Social and Cultural Planning Office

Philip Hans Franses

Erasmus University Rotterdam (EUR) - Department of Econometrics

Nanda Piersma

University of Amsterdam - Academy for Economic Studies

Date Written: 21 2002 2,

Abstract

This paper contains a survey of the recent literature on the evaluation of direct marketing campaigns. We give an outline of the various stages included in such a campaign. Next, we review the statistical methods most frequently used and we review the general findings from using these methods.

Keywords: direct marketing, evaluation, quantitative models, target selection

JEL Classification: M, M31, C44

Suggested Citation

Jonker, Jedid-Jah and Franses, Philip Hans and Piersma, Nanda, Evaluating Direct Marketing Campaigns: Recent Findings and Future Research Topics (21 2002 2,). Available at SSRN: https://ssrn.com/abstract=370963

Jedid-Jah Jonker

Social and Cultural Planning Office ( email )

PO Box 16164
NL-2500 BD The Hague
Netherlands

Philip Hans Franses (Contact Author)

Erasmus University Rotterdam (EUR) - Department of Econometrics ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands
+31 10 408 1278 (Phone)
+31 10 408 9162 (Fax)

Nanda Piersma

University of Amsterdam - Academy for Economic Studies ( email )

PO BOX 295
1000 AG Amsterdam
Netherlands
+31 20 5236434 (Phone)
+31 20 5236459 (Fax)

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