Exploring uplift modelling in direct marketing

Mayes, Cindy-Lee; Govender, Krishna

doi:10.35912/ijfam.v1i2.81

Cited by 5 publications

(5 citation statements)

References 3 publications

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“…There are several methods, such as mathematical models and computational algorithms, for recognizing the behavior of asset prices that offer an understanding of fairness (Das et al, 2023;Mayes and Govender, 2019;Tudor, 2022) The Black-Merton-Scholes formula assumes that all investors exist in a risk-neutral world, where the expected return is equal to the risk-free interest rate…”

Section: Literature Reviewmentioning

confidence: 99%

"Black-Scholes-Artificial Neural Network": A novel option pricing model

Shahvaroughi Farahani,

Babaei,

Esfahani

2024

Intenational. J. financial account. management

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Purpose: This study conducts a comparative study of various options pricing models and introduces a new model. Research methodology: This paper reviews eight option pricing models, including the Black-Scholes-Merton model (BSM), Monte Carlo simulation (MC), Heston, GARCH, Lattice, Jump Diffusion models (JDM), Normal Inverse Gaussian-Cox-Ingersoll-Ross Model, and a novel model called Black-Scholes-Artificial Neural Network (BSANN). The objective is to predict the European call and put options using a payoff calculation. The underlying asset is Khodro, a famous automobile producer company in Iran, for the last year. The daily prices were also used as historical data. The primary software used for the calculations and plots was MATLAB. An Excel option pricing toolbox was used to obtain more accurate and improved results. Results: Based on the results, it can be concluded that the proposed model, BS-ANN, provides the most accurate estimation with the lowest standard deviation. Limitations: There are several limitations to be considered when choosing an underlying asset. An important factor is the availability of sufficient data on the number of shared transactions. Another limitation of this study is the absence of trading halts. Additionally, caution is crucial when selecting an appropriate number of estimated parameters. Contribution: By utilizing the presented model, researchers, individuals, investors, and stock market analysts interested in trading can enhance their estimations. Novelty: The most significant novelty of this study is the presentation of a hybrid model incorporating unique features.

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Section: Literature Reviewmentioning

confidence: 99%

"Black-Scholes-Artificial Neural Network": A novel option pricing model

Shahvaroughi Farahani,

Babaei,

Esfahani

2024

Intenational. J. financial account. management

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“…In modern companies, marketing strategies are central along with product and personnel strategies (Sofi, 2019). While some traditional marketing roles have changed or become redundant, the rise in data science and the creation of new marketing channels, such as digital marketing, have resulted in the emergence of new marketing roles (Mayes, 2019). These new technologies allow marketers to customize customer communication based on their preferences (Al-Meshal & Almotairi, 2013).…”

Section: Sms Marketingmentioning

confidence: 99%

“…The personalization of mobile marketing enables marketers to approach potential customers in a highly customized manner, thereby strengthening their relationships with consumers (Robins, 2003). Customers frequently seek personalization and demand it from the companies they conduct business (Mayes, 2019). If the message content matches the consumer's needs, they perceive value and usefulness (Liao, Li, & Xu, 2005).…”

Section: Personalizationmentioning

confidence: 99%

Understanding the effects of SMS marketing on consumers' attitude and purchase decision: An Empirical study on Bangladesh

Nayma,

Ratul,

Rahman

2023

IJFAM

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Purpose: Telecom firms and businesses use short message marketing to convey information, advertise their products, and establish customer relationships. This study attempts to understand the effects of SMS marketing on consumer attitudes and purchase decisions from a Bangladeshi perspective. This study extends the Ducoffe model of advertising value (entertainment, informativeness, and irritation) by including two constructs: credibility and personalization. Research methodology: A total of 220 mobile phone users were surveyed using non-probability convenience sampling techniques and data were collected across Dhaka City, Bangladesh. The research model was analyzed using structural equation modeling (SEM). The PLS-SEM (Smart PLS 3.3.9) software was used for path modeling. Before conducting the SEM, this study performed a series of tests to assess the reliability and validity of the data. Results: The findings revealed that informativeness and credibility are the most decisive factors influencing consumer attitudes and purchasing decisions. Limitations: This study neglects privacy concerns, social impact, effort anticipation, and monetary incentives that are crucial to customer attitudes and SMS marketing purchase decisions. This study was conducted using data from a single city in Dhaka, Bangladesh, indicating that the findings are limited to that country's scenario. Contribution: The results of this research provide theoretical contributions to the existing research in this field of study and practical implications for marketing professionals, mobile operators, and third-party service providers in developing appropriate strategies and policies for SMS marketing.

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“…Penjelasan tersebut juga sama disampaikan oleh (Sari & Wijaya, 2019) system pemasaran yang interaktif yang memanfaatkan satu atau beberapa media iklan untuk menimbulkan respon yang terukur atau transaksi di berbagai lokasi. Menurut (Mayes & Govender, 2019) fungsi inti dari pemasaran langsung adalah untuk menghasilkan respons dan mempengaruhi perilaku target audiens. Dengan demikian, setiap hari orang terpapar dengan ribuan pesan pemasaran di mana perusahaan berusaha menjual berbagai produk atau layanan.…”

Section: Direct Marketingunclassified

Hubungan Strategi Bisnis Fastfood Melalui Direct Marketing Studi Kasus California Fried Chicken Suzuya Mall Rantauprapat

Dalimunthe,

Nasution,

Lubis

2023

ECOBISMA

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The application of direct marketing can generally increase sales of products and services to consumers because these activities will directly obtain a response or feedback from consumers. The purpose of this study is partially independent variables Product Quality (X1), Product Attributes (X2), Service (X3) and Differentiation (X4) affect the dependent variable Direct Marketing (Y). The research design relevant to this research emphasizes descriptive research collaboration with a quantitative approach. The population and sample are customers who visit California Fried Chicken (CFC) Suzuya Mall Rantauprapat in the January-February 2023 period. The method of determining the population and sample generally uses Maximum Likehood Estimation (MLE), the number of samples in the survey ranges from 100-200 samples estimated based on the number of variable indicators as a whole 5 x 20 (indicators), so the sample set is 250 samples. The sampling technique uses purposive sampling (ie whoever the respondent is who kebutulan meets with the researcher at the California Fried Chicken (CFC) Suzuya Mall Rantauprapat). The scale technique used by the author chooses a Likert scale. As for data analysis techniques in solving problems with the Smart PLS v.4.0 application to predict the model tested in the study. From the results of the study it can be concluded that the variables of product quality (X1) and service (X3) have no significant effect on direct marketing and product attributes (X2) and differentiation (X4) have a significant effect on direct marketing. In addition, the findings of the research direct marketing variable has a good role as the dependent variable

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Exploring uplift modelling in direct marketing

Cited by 5 publications

References 3 publications

"Black-Scholes-Artificial Neural Network": A novel option pricing model

"Black-Scholes-Artificial Neural Network": A novel option pricing model

Understanding the effects of SMS marketing on consumers' attitude and purchase decision: An Empirical study on Bangladesh

Hubungan Strategi Bisnis Fastfood Melalui Direct Marketing Studi Kasus California Fried Chicken Suzuya Mall Rantauprapat

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