We studied the problem of optimizing the performance of a DSS for churn prediction. In particular, we investigated the beneficial effect of adding the voice of customers through call center emails – i.e. textual information to a churn prediction system that only uses traditional marketing information. We found that adding unstructured, textual information into a conventional churn prediction mo...

The goal of this research is to evaluate the effect of ad rank on the performance of keyword advertising campaigns. We examined a large-scale data file comprised of nearly 7,000,000 records spanning 33 consecutive months of a major US retailer’s search engine marketing campaign. The theoretical foundation is serial position effect to explain searcher behavior when interacting with ranked ad lis...

A key challenge for companies is to manage customer relationships as an asset. To create an effective toolkit for the analysis of customer relationships, a combination of relational databases and fuzzy logic is proposed. The fuzzy Classification Query Language allows marketers to improve customer equity, launch loyalty programs, automate mass customization, and refine marketing campaigns.

BACKGROUND Like many sub-Saharan African countries, Zambia is dealing with major health issues, including HIV/AIDS, family planning, and reproductive health. To address reproductive health problems and the HIV/AIDS epidemic in Zambia, several social marketing and health communication programs focusing on reproductive and HIV/AIDS prevention programs are being implemented. This paper describes t...

This report distills the finer points of public awareness and social marketing in urban disaster risk management practice in Asia. It reviews more than dozen case studies of country demonstration projects that have been implemented as a part of Asian Urban Disaster Mitigation Program (AUDMP). It draws principles, methodologies, examples and lessons learned from each public awareness and social ...

It is crucial to maximize marketing efficiency and customer satisfaction in personalized marketing. In this paper, we raise the multiple recommendation problem which occurs when performing several personalized campaigns simultaneously. We formulate the multi-campaign assignment problem to solve this issue and propose methods for solving the problem. The most notable element is the Lagrange mult...

Intensive and sustained efforts to "counter-market" tobacco among teenagers are necessary to negate the "friendly familiarity" created by tobacco advertising and to communicate the true health and social costs of tobacco use. Counter-marketing campaigns should: highlight a tobacco-free lifestyle as the majority lifestyle of diverse and interesting individuals; explain the dangers of tobacco in ...

SMQ / VOL. XII / NO. 1 / SPRING 2006 ABSTRACT Partnership development for national social marketing campaigns is a much copied, but poorly researched, area of practice. As part of the development of Phase II of the Centers for Disease Control’s National Bone Health Campaign, several needs-assessment and market analysis activities were conducted to develop partnership strategies that were respon...

This study examines the relation between life events and the adoption of wills among older adults using the 1996 and 2000 surveys of the Heath and Retirement Study. The results suggest that the adoption of wills and trusts is associated with four life events (i.e., becoming a widow, being diagnosed with cancer, retiring, and having a positive change in assets). Older adults experiencing these e...

services—which allow them to create and share in a timeand cost-effi cient way their own content, ideas, and opinions with virtually millions of people connected to the World Wide Web. This huge amount of useful information, however, is mainly unstructured (because it’s specifi cally produced for human consumption) and, hence, it isn’t directly machine-processable. The opportunity to capture th...