An optimal effectiveness-driven target segment selection modeling approach for marketing campaign management

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dc.article.number110945
dc.catalogadoryvc
dc.contributor.authorSalazar Santander, César Ignacio
dc.contributor.authorMac Cawley Vergara, Alejandro Francisco
dc.contributor.authorMartínez Troncoso, Carolina Andrea
dc.date.accessioned2025-03-13T21:06:30Z
dc.date.available2025-03-13T21:06:30Z
dc.date.issued2025
dc.description.abstractDefining a target group for a mass marketing campaign is a non-trivial goal, which depends on the correct definition of the commercial stimuli and the selection of a customer target segment that will maximize the campaign's effectiveness. This process requires the analysis of multiple customer variables and interactions. The problem becomes even more complex if we consider a limited budget for the campaign. This research proposes a methodology based on a mixed multi-objective optimization formulation that allows us to determine a minimum continuous customer target segment for massive campaigns to maximize its effectiveness with a maximum budget constraint. The multi-objective function of the model maximizes the effectiveness of the campaign while minimizing the “broadness” of the targeted segments, allowing the detection of the most effective and homogeneous target group possible for a commercial action within a set of N continuous variables. The methodology performance was benchmarked against traditional customer clustering and greedy segmentation algorithms. The experiments were carried out in (1) simulated data environments and (2) based on real campaign information. The compared scenarios show that the proposed methodology outperforms the baseline model, the complexity of the problem scales non-linearly, increasing the number of variables, and the model increases 54% the effectiveness of a campaign without an increment in the segment range.
dc.fuente.origenScopus
dc.identifier.doi10.1016/j.cie.2025.110945
dc.identifier.issn0360-8352
dc.identifier.scopusidScopus_ID:85217742532
dc.identifier.urihttps://doi.org/10.1016/j.cie.2025.110945
dc.identifier.urihttps://repositorio.uc.cl/handle/11534/102592
dc.information.autorucEscuela de Ingeniería; Salazar Santander, César Ignacio; S/I; 213940
dc.information.autorucEscuela de Ingeniería; Mac Cawley Vergara, Alejandro Francisco; 0000-0002-4848-4732; 81775
dc.information.autorucEscuela de Ingeniería; Martínez Troncoso, Carolina Andrea; S/I; 1213458
dc.language.isoen
dc.publisherElsevier Ltd
dc.revistaComputers and Industrial Engineering
dc.rightsacceso restringido
dc.subjectAdvertising
dc.subjectMarket segmentation
dc.subjectMixed integer programming
dc.subjectMulti-objective optimization
dc.subjectOR in marketing
dc.subject.ddc620
dc.subject.deweyIngenieríaes_ES
dc.titleAn optimal effectiveness-driven target segment selection modeling approach for marketing campaign management
dc.typeartículo
dc.volumen202
sipa.codpersvinculados213940
sipa.codpersvinculados81775
sipa.codpersvinculados1213458
sipa.trazabilidadSCOPUS;2025-02-23
sipa.trazabilidadORCID;2025-03-03
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