E‐companion‐“Data‐Driven Approaches to Targeting Promotion E‐mails: The Case of Delayed Incentives”
Sign Up to like & getrecommendations! Published in 2020 at "Production and Operations Management"
DOI: 10.1111/poms.13316
Abstract: This paper empirically investigates using the e-mail channel to target customers with a delayed incentive promotion—specifically, gift card promotion—and derives data-driven e-mail targeting policies. Gift card promotions are popular across retailers because they incentivize customers… read more here.
Keywords: retailer; promotion mails; promotion; based targeting ... See more keywords