How to separate the wheat from the chaff : improved variable selection for new customer acquisition
Sebastian Tillmanns, Frenkel Ter Hofstede, Manfred Krafft, & Oliver Goetz
| Year of publication: |
March 2017
|
|---|---|
| Authors: | Tillmanns, Sebastian ; Hofstede, Frenkel ter ; Krafft, Manfred ; Goetz, Oliver |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 81.2017, 2, p. 99-113
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| Subject: | new customer acquisition | address selection | variable selection | big data | campaign optimization | Kundengewinnung | Customer acquisition | Beziehungsmarketing | Relationship marketing | Big Data | Big data | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1509/jm.15.0398 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011697517