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Cited by 596

The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.

E-Customization

Ansari, Asim, Mela, Carl F.·2003·Journal of Marketing Research
DOI 10.1509/jmkr.40.2.131.19224
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Abstract

Customized communications have the potential to reduce information overload and aid customer decisions, and the highly relevant products that result from customization can form the cornerstone of enduring customer relationships. In spite of such potential benefits, few models exist in the marketing literature to exploit the Internet's unique ability to design communications or marketing programs at the individual level. The authors develop a statistical and optimization approach for customization of information on the Internet. The authors use clickstream data from users at one of the top ten most trafficked Web sites to estimate the model and optimize the design and content of such communications for each user. The authors apply the model to the context of permission-based e-mail marketing, in which the objective is to customize the design and content of the e-mail to increase Web site traffic. The analysis suggests that the content-targeting approach can potentially increase the expected number of click-throughs by 62%.

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Cited by

Metadata

Authors
Ansari, A., & Mela, C. F.
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
2003-05
Volume
40
Issue
2
Pages
131-145
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1509/jmkr.40.2.131.19224
OpenAlex
W4240199737
Cited by
596
References
2
FWCI
44.98
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.