A nonhomogeneous hidden Markov model of response dynamics and mailing optimization in direct marketing

DOI10.1016/j.ejor.2016.02.055zbMath1346.90464OpenAlexW2295453237MaRDI QIDQ323199

Shaohui Ma, Baozhen Lee, Lu Hou, Wensong Yao

Publication date: 7 October 2016

Published in: European Journal of Operational Research (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1016/j.ejor.2016.02.055

zbMATH Keywords

HMMcustomer lifetime valueOR in marketingmailing optimizationPOMDP

Mathematics Subject Classification ID

Markov and semi-Markov decision processes (90C40) Marketing, advertising (90B60)

Related Items

Direct marketing of an event under hazards of customer saturation and forgetting ⋮ A matheuristic for a customer assignment problem in direct marketing

Uses Software

• bayesm

Cites Work

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• Bayesian Statistics and Marketing
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