Uplift-based campaign targeting to maximize long-term customer revenue (Malik Stromberg, Patrick Bachmann, Markus Meierer, Thomas Reutterer)

Optimizing the impact of a targeted marketing campaign poses challenges to marketers. Particularly, shifting the perspective from short- to long-term business impact adds an additional level of complexity to the customer selection process. Malik Stromberg presented how companies can beneficially take on a long-term perspective when selecting customers for a targeted marketing campaign at this year’s Doctoral Colloquium at the EMAC Annual Conference in Bucharest and Marketing Dynamics Conference in Santorini.

The influence of shopping club nudges along the consumer decision journey (Nadine Schröder, Bernhard Winter, Christina Schamp, Thomas Reutterer)

Shopping clubs create an exclusive online shopping environment with special offers and limited-time sales for their members. Oftentimes, their campaigns are paired with nudges that evoke an urge in the consumer to purchase a product. At this year’s EMAC Annual Conference in Bucharest, Nadine Schröder presented how different types of these nudges influence the downstream behavior of consumers in terms of sales and product returns.