A gateway toward truly responsive customers: using the uplift modeling to increase the performance of a B2B marketing campaign

Author:

Sanisoglu MeltemORCID,Burnaz SebnemORCID,Kaya TolgaORCID

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Statistics, Probability and Uncertainty,Strategy and Management,Economics, Econometrics and Finance (miscellaneous)

Reference55 articles.

1. Albert, J., and D. Goldenberg. 2021. E-commerce promotions personalization via online multiple-choice knapsack with uplift modeling. In Proceedings of the 31st ACM ınternational conference on ınformation and knowledge management, 2863–2872. New York: ACM.

2. Ascarza, E. 2018. Retention futility: Targeting high-risk customers might be ineffective. Journal of Marketing Research 55 (1): 80–98.

3. Athey, S., and G. Imbens. 2015. Recursive partitioning for heterogeneous causal effects. Proceedings of the National Academy of Sciences 113 (27): 7353–7360.

4. Baier, D., and B. Stöcker. 2022. Profit uplift modeling for direct marketing campaigns: Approches and applications for online shops. Journal of Business Economics 92: 645–673.

5. Börthas, L., and J.K. Sjölander. 2020. Machine learning based prediction and classification for uplift modeling (Degree project). Stockholm: KTH Royal Insitute of Technology School of Engineering Sciences.

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1. Predicting Potential Customers in Direct Marketing Using Uplift Modelling and Advanced Machine Learning;2023 International Conference on Computer and Applications (ICCA);2023-11-28

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