자선기관 데이터베이스 마케팅에서의고객 반응 시간에 대한 실증적 연구

초록

For direct marketers, it is critical to know when the customer responds to catalogs. There are two points of view to measure customers’ responsiveness to direct mailing; inter-purchase time and response time. First approach implicitly assumes that additional mailing is not necessary to generate response or it cannot be measured. Non-seasonal product like office supply may fall in this category. The second approach considers new mailings necessary to generate additional responses. Seasonal product such as apparel and non-seasonal solicitation for donation may be included in this category. This paper compares two responsiveness measures and shows that response time is a better measure for the charity donor’s reponsiveness. Also, we proposed a Type 2 Tobit model with endogeneity corrected RFM variables to predict customer’s response time.

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