کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
6948431 | 1451041 | 2017 | 32 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Comparing alternatives to account for unobserved heterogeneity in direct marketing models
ترجمه فارسی عنوان
مقایسه جایگزین ها برای عدم همبستگی نامتعارف در مدل های بازاریابی مستقیم
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کلمات کلیدی
ناهمگونی ناشناخته، نامه های مستقیم، الگوهای باینری سلسله مراتبی، اثرات پستی،
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
سیستم های اطلاعاتی
چکیده انگلیسی
We are dealing with mailing decisions of a direct marketing company and focus on assessing three alternative approaches to model unobserved heterogeneity, which are based on finite mixtures, continuous mixtures, and a mixture of Dirichlet processes (MDP), respectively. Models are estimated by Markov Chain Monte Carlo (MCMC) simulation. Based on Pseudo Bayes factors (PsBF), we find that a finite mixture model turns out to be superior both to models based on either a MDP or a continuous mixture. Whereas the MDP finds similar estimates compared to the finite mixture approach, estimates of the continuous mixture differ for some variables. According to the finite mixture, type of mailing has an effect on purchase behavior. In addition, some customers show supersaturation effects of mailings. Due to different coefficient estimates, managerial implications differ depending on which model they relate. In particular, a continuous mixture model would recommend more mailings than a finite mixture approach.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Decision Support Systems - Volume 103, November 2017, Pages 24-33
Journal: Decision Support Systems - Volume 103, November 2017, Pages 24-33
نویسندگان
Nadine Schröder, Harald Hruschka,