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All Journal International Journal of Financial, Accounting, and Management
Mayes, Cindy-Lee
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Decision Sciences, Operations Research & Management

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Exploring uplift modelling in direct marketing Mayes, Cindy-Lee; Govender, Krishna K
International Journal of Financial, Accounting, and Management Vol. 1 No. 2 (2019): September
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (561.387 KB) | DOI: 10.35912/ijfam.v1i2.81

Abstract

Purpose: This research examines the importance of an uplift marketing model compared to traditional response models, used in direct marketing. Research Methodology: A multi-method research approach was used which included a survey using an electronic questionnaire and a semi-structured interview. Results: The research findings reveal that the value of employing uplift models in direct marketing. is that it factors change in behaviour from the action, which traditional response models do not. Limitation: The study was conducted in a single institution and focused only on scustomers with banking needs. Contribution: By employing an uplift model in direct marketing it is possible to increase marketing return-on-investment and positively impact brand loyalty and brand perception. Thus, marketers need to be cognizant of these findings and strategize accordingly. Keywords: Direct marketing, Customer management, Marketing model, Marketing communication
Exploring uplift modelling in direct marketing Mayes, Cindy-Lee; Govender, Krishna K
International Journal of Financial, Accounting, and Management Vol. 1 No. 2 (2019): September
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijfam.v1i2.81

Abstract

Purpose: This research examines the importance of an uplift marketing model compared to traditional response models, used in direct marketing. Research Methodology: A multi-method research approach was used which included a survey using an electronic questionnaire and a semi-structured interview. Results: The research findings reveal that the value of employing uplift models in direct marketing. is that it factors change in behaviour from the action, which traditional response models do not. Limitation: The study was conducted in a single institution and focused only on scustomers with banking needs. Contribution: By employing an uplift model in direct marketing it is possible to increase marketing return-on-investment and positively impact brand loyalty and brand perception. Thus, marketers need to be cognizant of these findings and strategize accordingly. Keywords: Direct marketing, Customer management, Marketing model, Marketing communication
Co-Authors Govender, Krishna K