Entries by Cognitive Box

Exploiting Response Models – Optimizing Cross-Sell and Up-Sell Opportunities in Banking

ABSTRACT The banking industry regularly mounts campaigns to improve customer value by offering new products to existing customers. In recent years this approach has gained significant momentum because of the increasing availability of customer data and the improved analysis capabilities in data mining. Typically, response models based on historical data are used to estimate the […]

Software review The role of social networks in marketing

Abstract   Social network analysis is not new, but its business application in marketing is a relatively new area. This paper describes what social network analysis is and how it     is being applied to solving marketing problems around segmentation, targeting and campaign design. In particular it describes how the social network can be defined, the   role […]

Software review: Rules-based engines or statistical optimisation: The intelligent way forward

Abstract The paper explores the advantages and disadvantages of rule-based engines and optimisation techniques in supporting marketing communication decisioning. INTRODUCTION In the past, determining which marketing communication a customer received was easy as the choice of channel was very limited. With the growth in active (eg e-mail) and passive (Web) communication channels and the increase in […]

Software review: Communication optimisation — The new mantra of database marketing. Fad or fact?

Abstract This paper describes the key components of analytical customer relationship management (CRM) and then explores the introduction of optimisation technology as a key component of an analytical CRM solution. INTRODUCTION It is interesting to see that like the youth of today, an industry such as marketing can be just as big a fashion victim. […]

Software Review: The role of workflow and marketing resource management technologies in supporting marketing − the last bastion for technology in marketing

Synopsis  The development of technology to support marketing over the last ten years has predominantly focused on the analytics, campaign management and reporting (collectively marketing automation).The last two years has seen the release of a number of technologies aimed at supporting marketing workflow. These solutions classified by Gartner as Marketing Resource Management (1) are starting […]