The effectiveness of high-frequency direct-response commercials

Calli, Meltem Kiygi; Weverbergh, Marcel; Franses, Philip Hans

doi:10.1016/j.ijresmar.2011.09.001

Cited by 8 publications

(11 citation statements)

References 15 publications

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“…Kiygi-Calli et al (2017) show that a natural logarithmic transformation is preferable for low levels of aggregation. The first three autoregressive terms exhibit goniometric behavior, which is also reported in Kiygi-Calli et al (2012).…”

Section: Number Of Callssupporting

confidence: 61%

“…To determine the required number of agents for a given period, forecasting the system workload is necessary. In the literature, various statistical forecasting models, such as linear mixed models and autoregressive distributed lag (ADL) models, are used to determine the arrival rate of incoming calls (Kiygi-Calli et al, 2012;2017). In the evaluation of the call center performance, typical service level metrics are the waiting times for callers, the number of abandoned calls due to excessive waiting times and the amount of time that the call center operators are idle, which means that there is excess capacity (Aksin et al, 2007).…”

Section: Literature Reviewmentioning

confidence: 99%

“…We compare the various models of interest by considering their forecast accuracy. Our study follows the modeling exercises of Chandy et al (2001), Tellis et al (2000), Tellis and Franses (2006), and Kiygi-Calli et al (2012, which generally recommend analysis at the most detailed level possible because aggregation removes useful information and may not produce better forecasts. Kiygi-Calli et al (2012) employ a linear mixed model (LMM) for similar data, but we do not adopt the LMM model here for the following reasons: a) The observation period is shorter and provides less information about individual time slots.…”

Section: Calls Forecasting Modelmentioning

confidence: 99%

“…The radio and TV GRP effects display a homogeneous pattern, as discussed in Kiygi-Calli et al (2012). Therefore, we do not model these effects as heterogeneous.…”

Section: Number Of Callsmentioning

confidence: 99%

“…The first measure addresses relevant calls. These calls pertain to the business; refer to Kiygi-Calli et al (2012) for more details. The second measure pertains to all incoming calls, which may be related to information requests or orders.…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Forecasting time-varying arrivals: Impact of direct response advertising on call center performance

Calli

Weverbergh

Franses

2021

Journal of Business Research

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Section: Number Of Callssupporting

confidence: 61%

Section: Literature Reviewmentioning

confidence: 99%

Section: Calls Forecasting Modelmentioning

confidence: 99%

“…The radio and TV GRP effects display a homogeneous pattern, as discussed in Kiygi-Calli et al (2012). Therefore, we do not model these effects as heterogeneous.…”

Section: Number Of Callsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Forecasting time-varying arrivals: Impact of direct response advertising on call center performance

Calli

Weverbergh

Franses

2021

Journal of Business Research

Self Cite

View full text Add to dashboard Cite

Marketing Models for the Customer-Centric Firm

Ascarza

Fader

Hardie

2017

International Series in Operations Research &Amp; Management Science

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We are very pleased to present this second edition of the Handbook of Marketing Decision Models. The field of marketing decision models is in a permanent state of development and growth. Since the publication of the first edition of this Handbook in 2008, new marketing phenomena have come under scrutiny and other areas have been developed more in-depth. This Handbook contains an introductory chapter, followed by seventeen chapters on marketing decision models in different domains. Thirteen of these are entirely new. Four chapters are by the same authors as in the first edition, but represent complete updates and extensions of previous texts. Information technology remains the main driver of developments in marketing decision models. Not surprisingly, this new edition of the Handbook has chapters on models for customer relationship management, customer loyalty management, Web site design, Internet advertising, social media, and social networks. In addition to this, there are new chapters on many other topics. The introductory chapter offers a short description of each chapter. Biographies of the contributing authors can be found at the end of the book. The Handbook presents state-of-the-art marketing decision models and is highly relevant for several subsets of readers including builders of marketing models, users of marketing models, and academics in marketing departments of business schools, in related departments such as decision sciences and strategy, marketing scientists working outside academia, Ph.D. students, marketing researchers, and consultants. The book is also designed to cover the substantive content in marketing models courses at the graduate level. The Handbook is available in hard copy and in electronic form (also as individual chapters) and will be part of Springer's eBook package for universities. We would like to thank all our colleagues in the field who have helped us to write this Handbook. Most of all, we thank the authors of the chapters of this book. They are all world-renowned specialists in their fields, people with busy schedules, and they have taken the time and effort to write and revise their chapters. By doing this, they offer the opportunity to others to share their expertise. This is a great service to the field.

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