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Optimizing Multichannel Promotional Budget Allocation. Richard Michon Ted Rogers School of Management Ryerson University, Toronto rmichon@ryerson.ca www.ryerson.ca/~rmichon/mkt700. Consumer Channel Perception and Preference (2). Multichannel Customer Management Research.
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Optimizing Multichannel Promotional Budget Allocation Richard Michon Ted Rogers School of Management Ryerson University, Toronto rmichon@ryerson.ca www.ryerson.ca/~rmichon/mkt700
Consumer Channel Perception and Preference (2) Multichannel Customer Management Research Post Evaluation (3) Problem Recognition Data (1) Purchase Search After Sales Channel Evaluation (3) Channel Coordination (5) Price, Production, Promo, Design, Distribution, Service Resource Allocation (4) Channel selection Investment Channel A Channel A Channel A Channel B Channel B Channel B Blattberg, Kim, and Neslin, 2006
Web_Ad P1$ PB1$ Online C1$ Catalog Promotional Resources Allocation Model eCat K1$ P1K1% K1C1% P1K2% PB1% C1% K1C2% Adv P2$ PB2$ P2K1% K1C3% Income I$ MailC2$ PB2% P2K2% Budget B$ C2% K2C1% P3K1% PB3% DM P3$ PB3$ C3% K2C2% P3K2% Phone C3$ PrintCat K2$ PB4% P4K1% K2C3% P4K2% PrintCat P4$ PB4$
Web_Ad 1,263 420 Online 2,500 Catalog Sales and Promotional Budgets eCat 2,025 75% 55% 5% 50% 0% 35% Adv 1,000 240 20% 20% Income 5,000 Mail1,750 Budget 1,200 20% 20% 15% 25% 20% DM 1,000 240 20% 35% 100% 20% Phone 750 PrintCat 2,975 25% 5% 80% 55% PrintCat 1,738 300
