SMU Cox: Marketing (Topic)最新文献

筛选
英文 中文
The Normalizing Constant in the BG/BB Model BG/BB模型的归一化常数
SMU Cox: Marketing (Topic) Pub Date : 2018-09-18 DOI: 10.2139/ssrn.3241680
D. McCarthy, Michael Braun, Arun Gopalakrishnan
{"title":"The Normalizing Constant in the BG/BB Model","authors":"D. McCarthy, Michael Braun, Arun Gopalakrishnan","doi":"10.2139/ssrn.3241680","DOIUrl":"https://doi.org/10.2139/ssrn.3241680","url":null,"abstract":"This note provides a clarification regarding the conditional and marginal likelihood functions in the BG/BB model, as published in Marketing Science by Fader, Hardie, and Shang (2010). Their Equations 4 and 5 do not include normalizing constants which, if included, would equate these likelihood functions with their corresponding joint probability functions. While these expressions are valid, because likelihood functions need only be correct up to a constant of proportionality, they are not joint probability functions, which may be a source of potential confusion for users who mistakenly equate the one for the other. Assuming the likelihood functions in Equations 4 and 5 are equal to their respective joint probability functions will lead to an incorrect joint probability distribution over recency and frequency data, resulting in incorrect goodness-of-fit metrics and managerially relevant expressions. We provide formal derivations of the joint probability functions that correspond to the likelihood functions in Equations 4 and 5 to remove this potential source of confusion for users of the BG/BB model.","PeriodicalId":237599,"journal":{"name":"SMU Cox: Marketing (Topic)","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121110485","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Incorporating Experience Quality Data into CRM Models: The Impact of Gambler Outcomes on Casino Return Times 将体验质量数据纳入CRM模型:赌徒结果对赌场回报时间的影响
SMU Cox: Marketing (Topic) Pub Date : 2017-12-14 DOI: 10.2139/ssrn.3455460
Wayne J. Taylor, Anand V. Bodapati
{"title":"Incorporating Experience Quality Data into CRM Models: The Impact of Gambler Outcomes on Casino Return Times","authors":"Wayne J. Taylor, Anand V. Bodapati","doi":"10.2139/ssrn.3455460","DOIUrl":"https://doi.org/10.2139/ssrn.3455460","url":null,"abstract":"Enabled by modern interaction-logging technologies, managers increasingly have access to data on quality levels in customer interactions. We consider the direct marketing targeting problem in situations where 1) the customer's experience quality level varies randomly and independently from occasion to occasion, 2) the firm has measures of the quality levels experienced by each customer on each occasion, and 3) the firm can customize marketing according to these measures and the customer's behaviors. A primary contribution of this paper is a framework and methodology to use data on customer experience quality data to model a customer's evolving beliefs about the firm's quality and how these beliefs combine with marketing to influence purchase behavior. Thereby, this paper allows the manager to assess the marketing response of a customer with any specific experience and behavior history, which in turn can be used to decide which customers to target for marketing.  This research develops a novel, tractable way to estimate and introduce flexible heterogeneity distributions into Bayesian learning models. The model is estimated using data from the casino industry, an industry which generates  more than $60 billion in U.S. revenues but has surprisingly little academic, econometric research. The counterfactuals offer interesting findings on gambler learning and direct marketing responsiveness and suggest that casino profitability can increase substantially when marketing incorporates gamblers' beliefs and past outcome sequences into the targeting decision.","PeriodicalId":237599,"journal":{"name":"SMU Cox: Marketing (Topic)","volume":"68 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125111637","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
相关产品
×
本文献相关产品
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信