Bayesian Inference for Assessing Effects of Email Marketing Campaigns
评估电子邮件营销活动效果的贝叶斯推断
Email marketing has been an increasingly important tool for today’s businesses. In this article, we propose a counting-process-based Bayesian method for quantifying the effectiveness of email marketing campaigns in conjunction with customer characteristics. Our model explicitly addresses the seasonality of data, accounts for the impact of customer characteristics on their purchasing behavior, and evaluates effects of email offers as well as their interactions with customer…