Real time evaluation of email campaign performance

Bonfrer, André and Drèze, Xavier, (2009) Real time evaluation of email campaign performance. Marketing Science, 28 2: 251-263. doi:10.1287/mksc.1080.0393

Author Bonfrer, André
Drèze, Xavier,
Title Real time evaluation of email campaign performance
Journal name Marketing Science   Check publisher's open access policy
ISSN 0732-2399
Publication date 2009
Sub-type Article (original research)
DOI 10.1287/mksc.1080.0393
Open Access Status Not Open Access
Volume 28
Issue 2
Start page 251
End page 263
Total pages 13
Place of publication Catonsville, MD, United States
Publisher Institute for Operations Research and the Management Sciences (I N F O R M S)
Language eng
Abstract We develop a testing methodology that can be used to predict the performance of e-mail marketing campaigns in real time. We propose a split-hazard model that makes use of a time transformation (a concept we call virtual time) to allow for the estimation of straightforward parametric hazard functions and generate early predictions of an individual campaign's performance (as measured by open and click propensities). We apply this pretesting methodology to 25 e-mail campaigns and find that the method is able to produce in an hour and fifteen minutes estimates that are more accurate and more reliable than those that the traditional method (doubling time) produces after 14 hours. Other benefits of our method are that we make testing independent of the time of day and we produce meaningful confidence intervals. Thus, our methodology can be used not only for testing purposes, but also for live monitoring. The testing procedure is coupled with a formal decision theoretic framework to generate a sequential testing procedure useful for the real time evaluation of campaigns.
Keyword Database marketing
Advertising campaigns
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
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Created: Thu, 24 Sep 2015, 10:24:27 EST by Karen Morgan on behalf of UQ Business School