We study the novel problem of revenue maximization of a social network host that sells viral marketing campaigns to multiple competing campaigners. Each client campaigner informs the social network host about her target users in the network, as well as how much money she is willing to pay to the host if one of her target users adopts her product due to the influence of her campaign. Because of ...

Marketing campaigns directed to randomly selected customers often generate huge costs and a weak response. Moreover, such campaigns tend to unnecessarily annoy customers and make them less likely to answer to future communications. Precise targeting of marketing actions can potentially results in a greater return on investment. Usually, response models are used to select good targets. They aim ...

Internet technology is a major enabler for collaboration in customer-oriented processes; in this case a corporate CRM infrastructure for tourist destinations. Besides this crucial technological driver, the need for an increased customer-orientation in marketing activities through the utilization of knowledge about customers forces a change in marketing communications. This adaptation is require...

Viral marketing mechanisms use the existing social network between customers to spread information about products and encourage product adoption. Existing viral marketing models focus on the dynamics of the diffusion process, however they typically: (a) only consider a single product campaign and (b) fail to model the evolution of the social network, as the trust between individuals changes ove...

The high penetration of cell phones in today's global environment offers a wide range of promising mobile marketing activities, including mobile viral marketing campaigns. However, the success of these campaigns, which remains unexplored, depends on the consumers' willingness to actively forward the advertisements that they receive to acquaintances, e.g., to make mobile referrals. Therefore, it...

This paper contains a survey of the recent literature on the evaluation of direct marketing campaigns. We give an outline of the various stages included in such a campaign. Next, we review the statistical methods most frequently used and we review the general findings from using these methods. Finally, and most importantly, we indicate that comprehensive additional research is needed in at leas...

Dr. Milstein is the chief physician at Mercer Health and Benefits and medical director of the Pacific Business Group on Health — both in San Francisco. Dr. Smith is the president and chief executive officer of the California HealthCare Foundation, Oakland, CA. Wachter RM. The “dis-location” of U.S. medicine — the implications of medical outsourcing. N Engl J Med 2006;354:661-5. The globalizatio...

Email marketing has been an increasingly important tool for today’s businesses. In this paper, we propose a counting-process-based Bayesian method for quantifying the effectiveness of email marketing campaigns in conjunction with customer characteristics. Our model explicitly addresses the seasonality of data, accounts for the impact of customer characteristics on their purchasing behavior, and...

Preventing fetal alcohol syndrome (FAS) by encouraging pregnant women to abstain from drinking alcohol competes with commercial alcohol marketing. Two FAS-prevention campaigns using a narrowcast approach among young women of childbearing age in two disadvantaged Southern California communities are compared. The design, implementation process, and degree to which campaigns reached the priority p...

This paper discusses information quality issues concerning consumer data assimilated by telecommunication companies (telcos) in regional and global ventures. First, it describes various problematic and evolving environmental constraints that necessitate the adoption of new integration technologies. Then, it describes the consumer information characteristics and demonstrates that they require ha...