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What is targeting algorithms?

  • Management Dictionary
  • Marketing, Sales and Communication

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Nonprofits have long faced the challenge of balancing their books when they simultaneously seek to retain existing donors and acquire new donors. Nonprofit targeting of existing donors can be done, in principle, using their past donation data. However, for new donors, such data is either not available or might be difficult to procure from secondary sources. What should the nonprofits do ? We suggest 2 alternatives.


Mots clés
  • Accuracy of predictions, Backward induction and forward simulation, Behavioral predictions, Customer response to targeting, Frequency and value of response, Geographic profiling, Information update, Multi-arm bandit problems, Sequential decision making algorithms, Tradeoff between revenue and learning

Auteur.e(s)

SINHA Shameek
Teacher-Researcher
EMLV

Institution(s)

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What are Targeting Algorithms?

Not-for-profit organizations have long faced the challenge of balancing budgets when they simultaneously seek to retain and recruit new donors. In principle, existing donors can be targeted based on their previous donation data. However, for new donors, this data is not available or may be difficult to obtain from secondary sources. What should non-profit organizations do? We suggest 2 alternatives.
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