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01:57

What are targeting Algorithms?

Non-profit organizations have long faced the challenge of balancing their budgets while simultaneously seeking to retain existing donors and recruit new ones. In principle, existing donors can be targeted on the basis of their past giving 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.
SINHA Shameek - EMLV |
  • Dico du Management
  • Marketing, Vente et Communication
04:11

Customer portfolio management for long-term survival

Our aim was to understand the effectiveness of a company in attracting its target customers. To do this, we developed a model that links a company's marketing activities to the mix of customers who buy from the company. Most marketing models simply ask how a company's marketing activities influence the number of customers who buy from the brand. We asked how a company's marketing activities influence the types of customers who buy the brand.
SINHA Shameek - EMLV |
  • Recherche
  • Marketing, Vente et Communication