Resumen de To whom, when, and how much to discount? a constrained optimization of customized temporal discounts.
Joseph Johnson, Gerard J. Tellis, Edward H. Ip
Highlights: [�] Recent technological advances in media, data, and methods have created a unique opportunity for marketers to better control to whom, when, and how much to discount. [�] To determine the optimal value and timing of the discount we model individual household purchase incidence and brand choice in response to the value and timing of a discount. [�] To select the customers who receive the discount we formulate a constrained multiple-knapsack model which picks the most valuable customers for a given marketing budget. [�] We illustrate the model using a Japanese dataset for customized temporal price-cut, a US dataset for customized temporal coupon and another US dataset for customized temporal discounts
