Software-as-a-Service providers have been growing fast while the contemporary research literature has neglected analysis of their business-critical marketing and sales processes. In this paper we collect the key factors characterizing how to market and sell SaaS to business customers into an eight dimensional model. We also use an explorative multi-case study to observe six SaaS providers and v...

Logistic regression1 has been widely used in direct marketing applications to develop response and conversion models. Although attractively simple, logistic regression has been criticized for failing to capture the nonlinearity, and therefore possibly not leading to satisfactory results. Introduced by Hastie and Tibshirani, Generalized Additive Model2 (GAM) provides the ability to detect the no...

Adriane Fugh-Berman and colleagues describe how strategies similar to those used to market drugs to physicians are directed towards people with hemophilia.

Data mining has been widely used to identify potential customers for a new product or service. In this article is done a study of previous work relating to the application of data mining methodologies for software projects, specifically for direct marketing projects. Several data sets of demographic and historical customer purchases data available for evaluation of algorithms in this area, some...

T commercials are pervasive. Every time I hear the line, “I got a new scooter, and it didn’t cost me a dime,” I get an uneasy feeling, since the main message comes across as how to get “free stuff” from Medicare. It’s not surprising that some of the companies that provide scooters, oxygen, diabetes supplies, and various durable medical equipment (DME) have been investigated for fraud and abuse....

Vol. XLI (February 2004), 73–85 73 *Anand Bodapati is Assistant Professor of Marketing, Anderson Graduate School of Management, University of California, Los Angeles (e-mail: [email protected]). Sachin Gupta is Associate Professor of Marketing, Johnson Graduate School of Management, Cornell University (e-mail: [email protected]). The authors are grateful to Vikas Mittal and ACNielsen for data u...

This article proposes that direct marketing does not need to have a direction (i.e. that of the firm seeking out customers). Effort spent on seeking customers could also be spent on compelling customers to seek out the firm, through increased product choices. Applying information economics into marketing, the paper provide examples as well as principles on how to design products that also assis...

Today the purchase of external data is necessary for most direct marketing applications. No company can refer to the internal data alone, especially when targeting new customers. This paper discusses an integrated approach detailing how to select external data sources properly. For that, we try to standardize the selection process, to make it repeatable and to give practical hints in order to o...

a r t i c l e i n f o Keywords: Customer response predictive model Knowledge-based marketing RFM Neural networks Decision tree models Logistic regression Decision support techniques and models for marketing decisions are critical to retail success. Among different marketing domains, customer segmentation or profiling is recognized as an important area in research and industry practice. Various ...

Target selection in direct marketing is an important data mining problem for which several modeling techniques can be used. Several data mining techniques have been applied in the last years to target selection. Logistic regression, neural networks, decision trees and fuzzy modeling methods are the most utilized techniques. However, they have never been explicitly compared up to know. This pape...