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Examples of Database Marketing Models

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Modeling Markets

Part of the book series: International Series in Quantitative Marketing ((ISQM))

Abstract

Database marketing and list management are more vital than ever, as marketers have troves of consumer information at their fingertips (Marketing News, October 2013, p. 54).

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Notes

  1. 1.

    Blattberg et al. (2008, p. 55) .

  2. 2.

    The following text is based on Bijmolt et al. (2010) .

  3. 3.

    See also Sect. 3.5.3.

  4. 4.

    See Sect. 6.8.

  5. 5.

    For a more in-depth discussion about the way data is organized in firms and more specifically the problems that inherent in collecting and storing data, we refer to Blattberg et al. (2008, Chapter 3) ; Bijmolt et al. (2010) ; Rust and Huang (2014) .

  6. 6.

    See Reinartz and Kumar (2003) ; Gupta et al. (2004) ; Blattberg et al. (2009) .

  7. 7.

    Based on Gupta (2009) .

  8. 8.

    There are a number of surveys of studies to estimate CLV and its components. See: Donkers et al. (2007) ; Gupta and Lehmann (2008) ; Reinartz and Venkatesan (2008) ; Blattberg et al. (2009) .

  9. 9.

    Rust et al. (2004) ; Gupta and Lehmann (2005) ; Gupta and Zeithaml (2006) .

  10. 10.

    We closely follow Gupta and Lehmann (2008) .

  11. 11.

    See Gupta et al. (2004) for an empirical application.

  12. 12.

    See, for example, Blattberg et al. (2008, Chapters 5 and 6) ; Chan et al. (2011) ; Rust et al. (2011) .

  13. 13.

    Pfeifer and Carraway (2000) .

  14. 14.

    See Gupta and Zeithaml (2006) ; Wiesel et al. (2008) ; Blattberg et al. (2009) ; Schulze et al. (2012) .

  15. 15.

    We closely follow Bijmolt et al. (2010) .

  16. 16.

    Compare Eq. (8.45).

  17. 17.

    We closely follow Reinartz et al. (2005) . A related model that studies acquisition and retention simultaneously has been developed by Schweidel et al. (2008) .

  18. 18.

    The linkages among the three equations are captured by the error structure of this probit model two-stage least squares model. Unbiased estimates are obtained, the inverse Mills ratio is estimated and included in the duration model. Compare Sect. 8.5 (Footnote 24).

  19. 19.

    We closely follow Bijmolt et al. (2010) .

  20. 20.

    See Blattberg et al. (2008, Chapter 21) ; Reinartz and Venkatesan (2008) ; Bijmolt et al. (2010) .

  21. 21.

    Surveys of research on loyalty programs are Bijmolt et al. (2010) ; Breugelmans et al. (2014) .

  22. 22.

    This text is based on Bijmolt et al. (2010) .

  23. 23.

    A similar study has been performed by Lemon and Von Wangenheim (2009) . More specifically they model cross-buying across loyalty programs.

  24. 24.

    We neither discuss these results nor the parameter estimates of the profitability equation (9.17).

  25. 25.

    Text based on Bijmolt et al. (2010) .

  26. 26.

    Overviews are given by Blattberg et al. (2008, Chapter 24) and Risselada et al. (2010) .

  27. 27.

    The following text is based on Risselada et al. (2010) .

  28. 28.

    We closely follow Blattberg et al. (2008, pp. 329–320) .

  29. 29.

    Parts of this section are based on Bijmolt et al. (2010) .

  30. 30.

    VAR-models are discussed in Volume II.

  31. 31.

    See Trusov et al. (2010) ; Hinz et al. (2011) .

  32. 32.

    Van der Lans et al. (2010) .

  33. 33.

    See for overviews: Sridhar and Srinivasan (2012) ; Chen and Lurie (2013) .

  34. 34.

    Structural Equation Models are discussed in Volume II.

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Authors and Affiliations

  1. Department of Marketing, University of Groningen, Groningen, The Netherlands

    Peter S. H. Leeflang, Jaap E. Wieringa & Tammo H. A. Bijmolt

  2. Aston Business School, Birmingham, UK

    Peter S. H. Leeflang

  3. University of St. Gallen, St. Gallen, Switzerland

    Peter S. H. Leeflang

  4. Department of Marketing, Özyeğin University, Istanbul, Turkey

    Koen H. Pauwels

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  1. Peter S. H. Leeflang
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Leeflang, P.S.H., Wieringa, J.E., Bijmolt, T.H.A., Pauwels, K.H. (2015). Examples of Database Marketing Models. In: Modeling Markets. International Series in Quantitative Marketing. Springer, New York, NY. https://doi.org/10.1007/978-1-4939-2086-0_9

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