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| Author: | Elsner, R. Krafft, M. Huchzermeier, A. |
| Title: | Optimizing Rhenania's mail-order business through dynamic multilevel modeling (DMLM) |
| Journal: | Interfaces
2003 : JAN-FEB, VOL. 33:1, p. 50-66 |
| Index terms: | Marketing Direct selling Optimization Statistics |
| Language: | eng |
| Abstract: | Rhenania, A German direct mail-order company, turned its catalog mailing practices around within one years and consequently moved up in market position from number 5 to number 2. A dynamic multilevel modeling approach uses elasticities to determine the optimal frequency of catalog mailing, a customer-segmentation approach allows for optimization of mailings, a customer-segmentation approach allows for optimization of mailings, and a recency, frequency, monetary-value segmentation in combination with achi-square automatic interaction detection algorithm determines when customers should receive a reactivation package - as opposed to a catalog - to optimize mailing efficiency further. |
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