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Full-Text Articles in Business
Real-Time Evaluation Of Email Campaign Performance, Andre Bonfrer, Xavier Dreze
Real-Time Evaluation Of Email Campaign Performance, Andre Bonfrer, Xavier Dreze
Research Collection Lee Kong Chian School Of Business
We develop a testing methodology that can be used to predict the performance of e-mail marketing campaigns in real time. We propose a split-hazard model that makes use of a time transformation (a concept we call virtual time) to allow for the estimation of straightforward parametric hazard functions and generate early predictions of an individual campaign's performance (as measured by open and click propensities). We apply this pretesting methodology to 25 e-mail campaigns and find that the method is able to produce in an hour and fifteen minutes estimates that are more accurate and more reliable than those that the …
Advertising And Collusion In Retail Markets, Kyle Bagwell, Gea Myoung Lee
Advertising And Collusion In Retail Markets, Kyle Bagwell, Gea Myoung Lee
Research Collection School Of Economics
We consider non-price advertising by retail firms that are privately informed as to their respective production costs. We first analyze a static model. We construct an advertising equilibrium, in which informed consumers use an advertising search rule whereby they buy from the highest-advertising firm. Consumers are rational in using the advertising search rule, since the lowest-cost firm advertises the most and also selects the lowest price. Even though the advertising equilibrium facilitates productive efficiency, we establish conditions under which firms enjoy higher expected profit when advertising is banned. Consumer welfare falls in this case, however. We next analyze a dynamic …