Optimization of the annual planning of targeted offers in direct marketing

Abstract

This paper develops an optimization model that captures the annual planning of product-targeting campaigns occurring in financial institutions. The formulation described in this paper extends current product-targeting optimization models found in the literature on two main aspects, namely the possibility of promoting bundled products and the use of multi-channel structures. The complexity of the problem is studied and extensive computational experiments are performed on representative data sets. The effect of client segmentation is empirically examined and some strategic applications of the model are presented. Our work is based on a practical case, but all features identifying the company have been removed.

Eksistensi Produk Wardah Dalam Pemasaran Di Media Sosial

“…Rencana pemasaran adalah langkah -langkah yang harus kita capai agar dapat memasarkan sebuah produk dengan baik. Rencana pemasaran yang baik dapat menentukan hasil dari produk kita dalam jangka panjang (Delanote, Leus and Nobibon, 2013) Dalam memasarkan sebuah produk penting bagi seorang produsen untuk melihat kebijakan pasar. Pentingnya kontribusi dari pihak produsen dan konsumen akan menentukan keberhasilan dalam kegiatan pemasaran.…”

Generic Pareto local search metaheuristic for optimization of targeted offers in a bi-objective direct marketing campaign

“…Among the proposed techniques, a Tabu Search algorithm [12] exhibited the best performance, using three different Neighborhood Structures (NS). Delanote, Leus & Nobibon [13] included bundled products and the use of multi-channel structures, which allowed the offers to be made through different offering channels (such as mail, email, telemarketing, etc). In Oliveira et al [14], the dataset of Nobibon et al [10] was further explored and a new greedy randomized initial solution builder com-bined with General Variable Neighborhood Search (GVNS) [15] was proposed.…”