skip to main content
Guest
My Research
My Account
Sign out
Sign in
This feature requires javascript
Library Search
Find Databases
Browse Search
E-Journals A-Z
E-Books A-Z
Citation Linker
Help
Language:
English
Vietnamese
This feature required javascript
This feature requires javascript
Primo Search
All Library Resources
All
Course Materials
Course Materials
Search For:
Clear Search Box
Search in:
All Library Resources
Or hit Enter to replace search target
Or select another collection:
Search in:
All Library Resources
Search in:
Print Resources
Search in:
Digital Resources
Search in:
Online E-Resources
Advanced Search
Browse Search
This feature requires javascript
Search Limited to:
Search Limited to:
Resource type
criteria input
anywhere in the record
in the title
as author/creator
in subject
Full Text
ISBN
ISSN
TOC
Keyword
Field
Show Results with:
in the title
Show Results with:
anywhere in the record
in the title
as author/creator
in subject
Full Text
ISBN
ISSN
TOC
Keyword
Field
Show Results with:
criteria input
that contain my query words
with my exact phrase
starts with
Show Results with:
Search type Index
criteria input
AND
OR
NOT
This feature requires javascript
Effectiveness verification framework for coupon distribution marketing measure considering users’ potential purchase intentions
Cogent engineering, 2024-12, Vol.11 (1)
[Peer Reviewed Journal]
ISSN: 2331-1916 ;EISSN: 2331-1916 ;DOI: 10.1080/23311916.2024.2307718
Full text available
Citations
Cited by
View Online
Details
Recommendations
Reviews
Times Cited
External Links
This feature requires javascript
Actions
Add to My Research
Remove from My Research
E-mail
Print
Permalink
Citation
EasyBib
EndNote
RefWorks
Delicious
Export RIS
Export BibTeX
This feature requires javascript
Title:
Effectiveness verification framework for coupon distribution marketing measure considering users’ potential purchase intentions
Author:
Yoneda, Akiko
;
Shimizu, Ryotaro
;
Sakurai, Shion
;
Kawata, Makoto
;
Yamashita, Haruka
;
Goto, Masayuki
Subjects:
causal inference
;
E-commerce marketing
;
effectiveness verification
;
explainable AI
;
field experiments
;
randomized controlled trials
Is Part Of:
Cogent engineering, 2024-12, Vol.11 (1)
Description:
AbstractIn recent years, web marketing has thrived, and online coupon distribution has become a significant marketing measure that leads to increased sales. However, randomly distributing coupons risks lowering the profit ratio of companies. Therefore, it is important to estimate the effect of coupons and analyze the causal relationship between coupons and results. The potential purchase intention (PPI) of users is believed to influence the effect of coupons. For example, distributing coupons to users with a low PPI is likely to increase the gross profit of companies, whereas distributing coupons to users with a high PPI is likely to decrease the gross profit. Therefore, by analyzing the relationship between PPI and the effect of coupons, highly effective targeting can be conducted based on the PPI. In this paper, we propose an experimental design based on machine learning to analyze the effect of coupons, which varies depending on the PPI. We propose a method to predict users’ PPI based on their purchase history data using machine learning and analyze the relationship between PPI and the effect of coupons. Finally, we demonstrate the effectiveness of the proposed framework by applying it to real-world data.
Publisher:
Taylor & Francis Group
Language:
English
Identifier:
ISSN: 2331-1916
EISSN: 2331-1916
DOI: 10.1080/23311916.2024.2307718
Source:
Taylor & Francis (Open access)
ProQuest Central
DOAJ Directory of Open Access Journals
This feature requires javascript
This feature requires javascript
Back to results list
This feature requires javascript
This feature requires javascript
Searching Remote Databases, Please Wait
Searching for
in
scope:(TDTS),scope:(SFX),scope:(TDT),scope:(SEN),primo_central_multiple_fe
Show me what you have so far
This feature requires javascript
This feature requires javascript