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A gateway toward truly responsive customers: using the uplift modeling to increase the performance of a B2B marketing campaign

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Abstract

It is evident that companies invest considerable resources in creating and implementing marketing initiatives mainly to attract customers and thereby increase their market presence. Determining if these marketing efforts are effective in convincing customers to take desired actions is challenging since companies need to ensure that their marketing campaigns are feasible in order to target the right customers who are most likely to respond to the marketing treatment. Prescriptive analytics provide better means to measure the impact of a marketing campaign on customer behavior when compared to conventional predictive analytics. Uplift modeling presents an opportunity to maximize the incremental impact of marketing treatment by determining the most responsive customer segment who will take positive action only because of receiving the treatment. This paper aims to suggest an uplift modeling approach in a marketing campaign in B2B context for better evaluation of performance which has not gained enough attention as B2C in literature. By applying three uplift modeling techniques to a real-world B2B cross-sell campaign, it is demonstrated that the campaign effectiveness can be increased significantly by determining the customers who are truly responsive to the related campaign.

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Authors and Affiliations

  1. Istanbul Technical University, Istanbul, Turkey

    Meltem Sanisoglu, Sebnem Burnaz & Tolga Kaya

  2. Faculty of Management, Istanbul Technical University, Macka, Istanbul, Turkey

    Meltem Sanisoglu

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  1. Meltem Sanisoglu
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  2. Sebnem Burnaz
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  3. Tolga Kaya
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Correspondence to Meltem Sanisoglu.

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Appendix

Appendix

See Tables 5, 6 and Fig. 5.

Table 5 Missing values
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Table 6 Class imbalance handling methods
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Fig. 5
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Multicollinearity check Heatmap

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Sanisoglu, M., Burnaz, S. & Kaya, T. A gateway toward truly responsive customers: using the uplift modeling to increase the performance of a B2B marketing campaign. J Market Anal (2023). https://doi.org/10.1057/s41270-023-00254-2

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