Exploring uplift modelling in direct marketing

Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022), 2022

The rapid growth of digital banks in Indonesia has led to high competition between digital banks. Banks need to implement appropriate and targeted marketing strategies in order to win market competition. Experiential marketing strategy has a focus on creating positive experiences in the minds of customers, through the creation of these experiences customer satisfaction can be achieved. Innovative and creative features can be created by implementing experiential marketing strategies. This study examines the effect of experiential marketing strategies through sense, feel, think, act, and relate factors that are implemented on the M features contained in XYZ digital banking on customer satisfaction. A total of 203 respondents have been obtained and meet the research criteria, which are XYZ digital bank customers that uses the M feature. The data analysis technique used in this study is PLS-SEM using SmartPLS version 3 as an analytical tool. The results of this study are experiential marketing as a whole has a positive and significant influence on customer satisfaction. Feel is the most dominant factor that reflects experiential marketing on customer satisfaction.

Jurnal Manajemen, 2019

This study is focused on the relationship between advertising promotion strategies and customer loyalty in the modern market. This study seeks to explain the advertising promotion strategy if successfully carried out by the modern market, with the hope of creating loyal customers. This research was conducted on modern market customers in Ciamis. Ciamis is one of the regions in Indonesia, which is the same as other regions there are several modern markets with a variety of character of its customers. The study is based on the statements of several experts, which explain the customer relationship with various retail business promotion strategies. The model used in this study as an analysis tool is simple regression to illustrate how the relationship between advertising promotion strategies and customer loyalty. The results obtained are that there is an influence of advertising promotion strategies on customer loyalty, with the magnitude of influence is 27.5%, while as many as 22.5% ar...

Handbook of Service Marketing Research

Ekonomski Pregled, 2008

The purpose of this article is to analyse current literature and theoretical point of views about appropriateness of traditional and relationship marketing in hypercompetitive environment of mature markets. Review of literature provides insights into main characteristics of different schools of thought about relationship marketing. Conceptual framework of value creation and delivery to customers is exhibited. Three schools of thought and a number of different conceptual/research models for managing customer satisfaction are found. Research models for identifi cation key areas for improvement of customer satisfaction are prerequisite for managing customers' loyalty and retention. Topic is actual and interesting for practitioners since traditional marketing approach is getting less effective and general model of relationship marketing has not been defi ned yet. Directions for further research are suggested. On academics, researchers and practitioners are challenges of adjustment and improvement of existing models to specifi c business situation, to unique purpose, customers and contexts, as well as further search for general model of relationship marketing.

Journal of Business Research, 1995

The study examines empirically consumers' attitudes toward direct marketing using a sample of 354 consumers. The sample was randomly drawn from a large southern metropolitan area. The study instrument comprised items developed from literature sources. Respondents' evaluations of the items were obtained through in-home personal interviews. Underlying the study is the hypothesis that consumers' attitudes toward direct marketing are a function of their shopping orientation and patronage intention, and that consumers' attitudes toward direct marketing, in turn, influence their patronage intention. The study results indicate that four of the five shopping orientation factors examined szgnificantly underlie consumers" attitudes toward direct marketing, i.e., too much direct mail, like to examine product before purchase, retail people are pushy, and past direct marketing experience. The results also suggest that consumers' attitudes toward direct marketing significantly influence their intention to patronize direct marketing offerings but not vice versa. The industry implications of the findings are discussed, j BUSN RES 1995. 34.211-219 irect marketing is growing at twice the rate of traditional retailing methods (May, 1989). A Time magazine cover story estimated the number of Americans responding to direct marketing solicitations to be 92 million in 1989 and the dollar amount of purchases to be $183 billion (Time, 1990). According to Statistical Fact Book (1993-1994), the percentage of adults spending $200 or more per year on merchandise ordered through direct marketing rose from 16 to 21% in 1992. In fact, more money is presently spent on direct marketing programs and solicitations than on magazine or television advertising (Direct Marketing, 1994; Marketing News, 1992). In particular, direct mail comprises the third largest percentage of all advertising expenditure, increasing from 16% in 1982

2019

Direct marketing is useful to form good relations with customers/clients for the representation of new product/service and to gain sales. It uses various techniques such as telephones, emails, festivals, fairs and other techniques to directly communicate with the clients and also to get immediate feedback. This paper gives information about direct marketing and various companies which use direct marketing. To study direct marketing with related to clients is an interesting study but at the same time it gets a bit tricky because knowing about one or more than one technique requires the analysis of the whole field. Direct marketing is more of creating good relations with clients and fulfilling the needs and demands of the market.

Journal of Business and Management Review

The main objective of this study is to determine the role of satisfaction in mediating marketing communications on visitor loyalty in Lake Toba. The target population and sample in this study were the visitors to Lake Toba who were selected by accidental sampling as many as 125 people. Path analysis in this study was chosen to see the direct and indirect role of satisfaction in mediating marketing communications on loyalty. The results of study 1) direct marketing communication has a positive and significant effect on visitor satisfaction at Lake Toba, 2) directly marketing communication does not affect visitor loyalty in Lake Toba. 3) Satisfaction directly has a positive and significant effect on visitor satisfaction at Lake Toba. 4) indirectly, satisfaction has a role in mediating marketing communication on visitor loyalty in Lake Toba

European Journal of Business and Management, 2020

This research purpose is to analyse the impact between brand image and CRM (Customer Relationship Marketing) towards the satisfaction of advertisers and the implications towards customer loyalty, with the case study of Metro TV advertiser. The data collection method that was used in this study is the explanatory approach and survey in forms of questionnaire. The measurements are using Likert 1-5 scale. The populations in this research are all the clients or sponsors of Metro TV that have conducted an advertising. Then, there's a random selection for the samples accustomed to Hair et. al' (2010) formula, which wrote the numbers of questions in questionnaire multiplied 5. Thus, the result of samples is 150 people. Data analysis technique that was used in this research was a Structural Equation Modelling (SEM) and processed using Lisrel 8.7. The result of this research shows a positive and significant impact between brand image and CRM towards advertiser satisfaction and the customer loyalty implications in Metro TV study cases.

2014

to produce single copies of this dissertation or to lend, sell such copies for private, scholarly or scientific research purpose only. The author does not reserve the other publication rights and the dissertation nor may extensive extracts from it be printed or otherwise reproduced without the author"s written permission. Date……………………………. Signed…………………………. iv DEDICATION The research is dedicated to my father Mr. H. Nyamukondiwa and mother Mrs. G. Nyamukondiwa for their encouragement and support even in their times of financial difficulties.

2021

This research deals with the development and implementation of a large-scale analytics framework for improving segmentation and targeting of a service firm's direct marketing activities. The aim of the framework is to create a direct marketing response model using customers' demographics and other behavioural data (such as past response to direct marketing activities) from a casino (gambling industry). Prior to this research the company was using Recency-Frequency-Monetary (thereafter referred as rfm model). The statistical model used in our research, based on logit regression, significantly improves the accuracy of direct marketing activities as well as provides insight on relevant customers' characteristics that affect choice. We believe the results are a showcase of combining large, disaggregate, individual-level datasets with marketing analytics solutions for improving response to the marketing-communication mix. As per our knowledge in the time of writing this paper no such complete set of demographical and behavioural determinants have been used in direct marketing effectiveness analysis in the casino industry. Findings in this paper can be used by the company to considerably improve fine-tuning of target segments in their direct marketing activities, other industries (currently using rfm for direct marketing activities target group selection) can also benefit.