A gateway toward truly responsive customers : using the uplift modeling to increase the performance of a B2B marketing campaign
Meltem Sanisoglu, Sebnem Burnaz, Tolga Kaya
| Year of publication: |
2024
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|---|---|
| Authors: | Sanisoglu, Meltem ; Burnaz, Sebnem ; Kaya, Tolga |
| Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 12.2024, 4, p. 909-924
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| Subject: | B2B | Machine learning | Marketing campaign management | Supervised learning | Uplift modeling | B-to-B-Marketing | Business-to-business marketing | Künstliche Intelligenz | Artificial intelligence | Lieferantenmanagement | Supplier relationship management | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-023-00254-2 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015138149