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Essec\Faculty\Model\Contribution {#2216 ▼
  #_index: "academ_contributions"
  #_id: "8291"
  #_source: array:26 [
    "id" => "8291"
    "slug" => "8291-normative-segmentation-and-customer-classes-in-fund-raising"
    "yearMonth" => "1992-03"
    "year" => "1992"
    "title" => "Normative Segmentation and Customer Classes in Fund Raising"
    "description" => "DESMET, P. (1992). <i>Normative Segmentation and Customer Classes in Fund Raising</i>. ESSEC Business School. DESMET, P. (1992). <i>Normative Segmentation and Customer Classes in Fund Raising</i>. ESSEC Busines "
    "authors" => array:1 [
      0 => array:3 [
        "name" => "DESMET Pierre"
        "bid" => "B00000155"
        "slug" => "desmet-pierre"
      ]
    ]
    "ouvrage" => ""
    "keywords" => []
    "updatedAt" => "2020-12-17 21:00:33"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => null
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Documents de travail"
      "en" => "Working Papers"
    ]
    "support_type" => array:2 [
      "fr" => "Editeur"
      "en" => "Publisher"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Pour optimiser l'allocation des dépenses promotionnelles, le responsable doit segmenter sa clientèle et décider du montant à allouer à chaque segment. La règle empirique "Récence, Fréquence et Montant" (RFM) relie les dépenses aux profits potentiels en s'appuyant sur les comportements antérieurs pour prévoir les comportements futurs. Cet article présente une application de cette approche pour la détermination de la politique promotionnelle d'une association de collecte de fonds. La taille et le comportement des groupes de donneurs sont étudiés dans le temps et sont modélisés comme des processus markoviens. Les implications normatives de cette approche sont ensuite discutées. Pour optimiser l'allocation des dépenses promotionnelles, le responsable doit segmenter sa clientèle "
      "en" => "In order to optimize the promotional mix, direct marketing managers must cluster their customers and decide how much to invest on  each class of customers. The well known Recency-Frequency-Monetary rule links promotional spending to potential profits and is estimated through a past behavior based model. This paper presents an application of this model for setting the promotional policy of a fund raising firm. Groups of donors' size and behaviors (donor versus non donor) are studied over time, and are modeled as Markov Processes. Normative implications for promotional policy determination are discussed. In order to optimize the promotional mix, direct marketing managers must cluster their customers and "
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2025-03-15T08:21:40.000Z"
    "docTitle" => "Normative Segmentation and Customer Classes in Fund Raising"
    "docSurtitle" => "Working Papers"
    "authorNames" => "<a href="/cv/desmet-pierre">DESMET Pierre</a>"
    "docDescription" => "<span class="document-property-authors">DESMET Pierre</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">1992</span> <span class="document-property-authors">DESMET Pierre</span><br><span class="document-property-autho "
    "keywordList" => ""
    "docPreview" => "<b>Normative Segmentation and Customer Classes in Fund Raising</b><br><span>1992-03 | Working Papers </span> <b>Normative Segmentation and Customer Classes in Fund Raising</b><br><span>1992-03 | Working Papers "
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Normative Segmentation and Customer Classes in Fund Raising</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 8.962135
  +"parent": null
}