دانلود رایگان مقاله الزویر در مورد مدیریت خطر جذب مشتری با استفاده از پایگاه داده تعاونی (کلیک کنید)
توضیحات :
وبسایت مکاله اقدام به ارائه پروژه ی ساینس دایرکت با فرمت pdf، از انتشارات الزویر برای رشته بازاریابی، و با عنوان مدیریت خطر جذب مشتری با استفاده از پایگاه داده تعاونی، نموده است.
مشخصات این مقاله :
عنوان مقاله :
Managing Customer Acquisition Risk Using Co-operative Databases
ترجمه فارسی عنوان :
مدیریت خطر جذب مشتری با استفاده از پایگاه داده تعاونی
سال انتشار : 2015
متعلق به مجله یا ژورنال : مجله بازاریابی تعاملی – Journal of Interactive Marketing
فرمت: PDF
تعداد صفحات: 11
شماره پروژه: 5076
کلمات کلیدی :
Customer acquisition , Acquisition risk, Bad debt risk ,Co-operative database , Direct mail ,Direct marketing ,Targeting
جذب مشتری، خطر جذب، ریسک بدهی بد، پایگاه داده تعاونی، پست الکترونیکی مستقیم، بازاریابی مستقیم، قرار دادن هدف
چکیده :
Abstract
Acquisition of new customers involves both opportunity and risk, and it is important for firms to predict and manage the risks involved in customer acquisition. Despite its importance, the management of customer acquisition risk has not been the subject of much academic research. This paper develops a framework for firms to manage customer acquisition risk using co-operative databases. We illustrate this framework in the context of the optimal selection of customers for direct mail with a ‘buy now, pay later’ payment option when the acquisition risk manifests as bad debt risk. Using data from a large scale direct marketing campaign, we show that our empirical model that incorporates bad debt risk substantially outperforms suboptimal targeting schemes that overlook bad debt risk. We also demonstrate how alleviating bad debt risk is one beneficial outcome of a fairly recent trend in database marketing, namely the emergence of co-operative databases.
مقدمه این مقاله :
Introduction
Incorporating a customer risk forecast into assessment of the economic value of a customer is an important conceptual development that has both theoretical and practical implications. In developing relationship marketing strategies, prior research has focused on selective customer retention through a customer value analysis and a risk-adjustment process (Ryals and Knox 2005). The risk of an existing customer can originate from factors that affect the volatility of future revenue, e.g., the probability of filing insurance claims and the probability that the customer will not be retained.While risk in customer retention is an important aspect of managing customer relationships, risk in customer acquisition is arguably at least as important as that in customer retention.When acquiring new customers, firms face higher uncertainty in customer responses to a promotional campaign. Without past customer relationships, the risk of undesirable behaviors such as bad debt (inability or unwillingness to pay) or product return is more prominent, and meanwhile it is challenging for
firms to forecast such risk because of the limited information.Despite the importance of risk management in customer acquisition, it remains an understudied area in the literature possibly due to the lack of appropriate data.In this paper we develop a framework to manage customer acquisition risks, and illustrate our framework in the empirical context of a direct mail campaign. A key decision for direct marketing firms is to choose the right consumers to target. Previous studies strive to identify variables that can predict consumer responses so that firms can improve response rates and reduce wasteful mailings. Although response rate is a key metric for direct marketers, the literature has hitherto largely ignored the risk management in a customer acquisition campaign, especially the identification of consumers who respond but do not pay. While the related but different behavior of product return has been the subject of several recent papers (e.g. Anderson, Hansen, and Simester 2009; Petersen and Kumar 2009), the widespread phenomenon of bad debt in direct marketing has not been the subject of much academic research.
توجه :
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توضیحات بیشتر در مورد پروژه :
در این مقاله خواهید خواند که جذب مشتریان جدید شامل فرصت و خطر می باشد و پیش بینی و مدیریت خطرات مربوط به جذب مشتریان بسیار مهم می باشد. این مطالعه چگونگی کاهش خطر ابتلا به بدهی های بد به عنوان یک نتیجه سودمند از روند بازاریابی پایگاه داده ، یعنی پایگاه داده های تعاونی را نشان می دهد.
دانلود رایگان مقاله الزویر در مورد مدیریت خطر جذب مشتری با استفاده از پایگاه داده تعاونی (کلیک کنید)
