Deckungsbeitragsorientierte Steuerung von Targeting-Kampagnen

Previous research has shown that targeting has helped companies to significantly increase the conversion rate for customer acquisition and, hence, conversion rates have been used to assess the performance of targeting campaigns. Unfortunately, it is not possible to infer the economic success of the...

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Bibliographic Details
Published in:Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung 2014-11, p.601
Main Authors: Fandrich, Thomas, Barrot, Christian, Becker, Jan U
Format: Article
Language:ger
Subjects:
Corporate profits
Customer relationship management
Impact analysis
Marketing
Profit margins
Strategic planning
Target markets
Online Access:Get full text
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Summary:Previous research has shown that targeting has helped companies to significantly increase the conversion rate for customer acquisition and, hence, conversion rates have been used to assess the performance of targeting campaigns. Unfortunately, it is not possible to infer the economic success of the targeting campaigns from this metric. In this study, the authors introduce an approach to assess targeting campaigns based on the profit margin. With this approach, companies are able to assess the profitability of targeting campaigns beforehand. On the basis of an empirical example, the paper describes in detail how profit margin-based targeting can be applied in practice and provides insights on when it is profitable for companies to target customers.
ISSN:0341-2687