Incorporating direct marketing activity into latent attrition models

Marketing Science

Volumn 32, Issue 3, 2013, Pages 471-487

  Schweidel, David A ^a   Knox, George ^b  

^a EMORY UNIVERSITY   (United States)

^b DREXEL UNIVERSITY   (United States)

Author keywords

Customer relationship management; Direct marketing; Latent attrition; Simultaneity

Indexed keywords

EID: 84878218648     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.2013.0781     Document Type: Article

References (41)

1. Abe M (2009) Counting your customers one by one: A hierarchical Bayes extension to the Pareto/NBD model. Marketing Sci. 28(3):541-553.
2. Anderson ET, Simester DI (2004) Long-run effects of promotion depth on new versus established customers: Three field studies. Marketing Sci. 23(1):4-20.
3. Blattberg RC, Kim B-D, Neslin SA (2008) Database Marketing: Analyzing and Managing Customers (International Series in Quantitative Marketing) (Springer, New York).
4. Borle S, Singh SS, Jain DC (2008) Customer lifetime value measurement. Management Sci. 54(1):100-112.
5. Braun M, Schweidel DA (2011) Modeling customer lifetimes with multiple causes of churn. Marketing Sci. 30(5):881-902.
6. Danaher PJ, Smith MS (2011) Modeling multivariate distributions using copulas: Applications in marketing. Marketing Sci. 30(1):4-21.
7. Danaher PJ, Hardie BGS, Putsis WP Jr (2001) Marketing-mix variables and the diffusion of successive generations of a technological innovation. J. Marketing Res. 38(4):501-514.
8. Donkers B, Paap R, Jonker J-J, Franses PH (2006) Deriving target selection rules from endogenously selected samples. J. Appl. Econometrics 21(5):549-562.
9. Fader PS, Hardie BGS, Lee KL (2005a) Counting your customers the easy way: An alternative to the Pareto/NBD model. Marketing Sci. 24(2):275-284.
10. Fader PS, Hardie BGS, Lee KL (2005b) RFM and CLV: Using iso-value curves for customer base analysis. J. Marketing Res. 42(4):415-430.
11. Fader PS, Hardie BGS, Shang J (2010) Customer-base analysis in a discrete-time noncontractual setting. Marketing Sci. 29(6):1086-1108.
12. Franses PH, Paap R (2001) Quantitative Models in Marketing Research (Cambridge University Press, Cambridge, UK).
13. Fournier S, Dobscha S, Mick DG (1997) Preventing the premature death of relationship marketing. Harvard Bus. Rev. 75(1):42-49.
14. Gönül F, Shi MZ (1998) Optimal mailings of catalogs: A new methodology using estimable structural dynamic programming models. Management Sci. 44(9):1249-1262.
15. Gupta S, Park S (2012) Handling endogenous regressors by joint estimation using copulas. Marketing Sci. 31(4):567-586.
16. Jen L, Chou C-H, Allenby GM (2009) The importance of modeling temporal dependence of timing and quantity in direct marketing. J. Marketing Res. 46(4):482-493.
17. Kumar V, Reinartz WJ (2006) Customer Relationship Management: A Database Approach (John Wiley & Sons, New York).
18. Li S, Sun B, Montgomery A (2011) Cross-selling the right product to the right customer at the right time. J. Marketing Res. 48(4):683-700.
19. MacDonald IL, Zucchini W (1997) Hidden Markov and Other Models for Discrete-Valued Time Series (Chapman & Hall, London).
20. Malthouse EC (1999) Ridge regression and direct marketing scoring models. J. Interactive Marketing 13(4):10-23.
21. Manchanda P, Rossi PE, Chintagunta PK (2004) Response modeling with nonrandom marketing-mix variables. J. Marketing Res. 41(4):467-478.
22. Moe WW, Fader PS (2004) Dynamic conversion behavior at e-commerce sites. Management Sci. 50(3):326-335.
23. Moe WW, Schweidel DA (2012) Online product opinions: Incidence, evaluation, and evolution. Marketing Sci. 31(3):372-386.
24. Moe WW, Trusov M (2011) Measuring the value of social dynamics in online product forums. J. Marketing Res. 48(3):444-456.
25. Montoya R, Netzer O, Jedidi K (2010) Dynamic marketing resource allocation for long-term profitability: A pharmaceutical application. Marketing Sci. 29(5):909-924.
26. Neslin SA, Henderson C, Quelch J (1985) Consumer promotions and the acceleration of product purchases. Marketing Sci. 4(2):147-165.
27. Neslin SA, Rhoads EE, Wolfson P (2009) A model and empirical analysis of patient compliance and persistence in pharmaceuticals. Working paper, Dartmouth College, Hanover, NH.
28. Netzer O, Lattin JM, Srinivasan V (2008) A hidden Markov model of customer relationship dynamics. Marketing Sci. 27(2): 185-204.
29. Reinartz WJ, Kumar V (2000) On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing. J. Marketing 64(4):17-35.
30. Reinartz WJ, Kumar V (2003) The impact of customer relationship characteristics on profitable lifetime duration. J. Marketing 67(1):77-99.
31. Reinartz WJ, Thomas JS, Kumar V (2005) Balancing acquisition and retention resources to maximize customer profitability. J. Marketing 69(1):63-79.
32. Schmittlein DC, Peterson RA (1994) Customer base analysis: An industrial purchase process application. Marketing Sci. 13(1):41-67.
33. Schmittlein DC, Morrison DG, Colombo R (1987) Counting your customers: Who they are and what will they do next? Management Sci. 33(1):1-24.
34. Schweidel DA, Fader PS (2009) Revisiting dynamic changepoints: An evolving process model of new product sales. Internat. J. Res. Marketing 26(2):119-124.
35. Schweidel DA, Fader PS, Bradlow ET (2008a) A bivariate timing model of customer acquisition and retention. Marketing Sci. 27(5):829-843.
36. Schweidel DA, Fader PS, Bradlow ET (2008b) Understanding subscriber retention behavior across and within cohorts using limited information. J. Marketing 72(1):82-94.
37. Schweidel DA, Bradlow ET, Fader PS (2011) Portfolio dynamics for customers of a multiservice provider. Management Sci. 57(3):471-486.
38. Singh S, Borle S, Jain D (2009) A generalized framework for estimating customer lifetime value when customer lifetimes are not observed. Quant. Marketing Econom. 7(2):181-205.
39. Sun B, Li S (2011) Learning and acting on customer information: A simulation-based demonstration on service allocations with offshore centers. J. Marketing Res. 48(1):72-86.
40. Van Diepen M, Donkers B, Franses PH (2009) Dynamic and competitive effects of direct mailings: A charitable giving application. J. Marketing Res. 46(1):120-133.
41. Venkatesan R, Kumar V (2004) A customer lifetime value frame-work for customer selection and resource allocation strategy. J. Marketing 68(4):106-125.