Marketers have recently begun to embrace complex experimental designs for marketing and advertising testing. Full-factorial, fractional-factorial and Plackett–Burman designs have given marketers new statistical tools to increase the speed, power, and profitability of their testing programs. This case study shows how well constructed and managed experimental designs offer marketing professionals...

E-marketing is a way to market product, from first meeting purchase delivery and beyond. Marketing about customer management must establish relationships between goods customers daily so that there added value in each process. This study uses quantitative data by collecting on the number of users, starting an understanding E-marketing, advantages using others. user was also collected every Smal...

IBM ProbE (for probabilistic estimation) is an extensible, embeddable, and scalable modeling engine, particularly well-suited for implementing segmentation-based modeling techniques, wherein data records are partitioned into segments and separate predictive models are developed for each segment. We describe the ProbE framework and discuss two key business solutions that have been built using Pr...

This paper discusses an approach able to simultaneously compare the importance of performance and relationship marketing variables in building satisfaction among frequent customers. Multivariate statistical techniques are used – factor analysis and multiple regression analysis – to model the satisfaction of frequent customers of a group of hotels in the north of Portugal. The conclusion is that...

The pharmaceutical industry is well known for using SAS to perform quantitative analysis for clinical research. Lately, however, competitive pressures have created opportunities in the marketing departments to use SAS for Data Mining. Applications such as sales force planning and direct marketing to doctors and consumers are employing many new SAS tools and techniques. This paper will provide a...

of Business, University of Southern California (e-mail: ulkumen@marshall. usc.edu). Amitav Chakravarti is Associate Professor of Marketing (e-mail: [email protected]), and Vicki G. Morwitz is Research Professor of Marketing (e-mail: [email protected]), Stern School of Business, NewYork University. The authors contributed equally to this article. The authors thank the two anonymous JMR...