Multicampaign Assignment Reflecting Group-based Response Suppression

Companies have made their best efforts to sustain ongoing relations with their customers and thus generate as much revenue and profits as possible through CRM (Customer Relationship Management). One of the key marketing tools of CRM is target marketing. Target marketing is a marketing strategy that analyzes certain goods and services preferred by existing customers, develops new goods and services that fit with the customers' preferences, and targets those goods and services. As many companies carry out personalized target marketing, most customers may encounter several similar marketing campaigns simultaneously, thereby making the campaigns less effective and efficient than specifically-personalized campaigns. Furthermore, when a customer is offered several marketing campaigns, his or her response is highly dependent on the total number of campaigns recommended to him or her. With this being said, this research shall suggest a strategy to deliver more effective and efficient multicampaigns and hence maximize customer satisfaction by applying different response suppression functions into various customer groups.