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Marketing event optimization
IBM Journal of Research and Development
We present an algorithm for performing multi-channel marketing event optimization. Previous related work, which made use of a complex mixed-integer linear program to generate a marketing plan, was capable of providing plans for only groups of individuals, referred to as micro-segments, and considered only the direct mail channel. Today, most firms use multiple channels, such as e-mail, call centers, and direct mail, to contact customers with marketing events. Our method successfully overcomesdoi:10.1147/rd.513.0409 fatcat:vhg5totkyvdcxjnjmbz7zc7hje