0% Complete
صفحه اصلی
/
نهمین كنفرانس بين المللی مهندسی صنايع و سيستم ها
Robust Optimization for Maximizing Customer Equity under Uncertainty: The Impact of Discounts
نویسندگان :
Abolfazl Aghabeyki
1
Hamidreza Koosha
2
1- موسسه آموزش عالی اسرار مشهد
2- دانشگاه فردوسی مشهد
کلمات کلیدی :
robust optimization, robust solution, customer equity, marketing budget.
چکیده :
The allocation of marketing budgets has always been one of the main issues in marketing as well as budgeting. In fact, executives are looking how to divide marketing budgets between customer acquisition and retention activities, such that the profit created by the customer is maximized. To do this, we require a mathematical modeling. Unfortunately, any model which is not consider uncertainty may arise questions in its applicability. Here, we have proposed a robust optimization model to cope with the uncertainty in the model parameters. This research tries to provide a rigor model in allocating customer relationship budgets to customer acquisition and retention activities, taking into account the uncertainty in the estimation of uncertain parameters, in order to maximize the customer equity. In fact, taking into account the conditions of the real world, which is unstable in practice, and due to uncertainty in the estimation of some parameters, a robust optimization approach is proposed. By using Malvey's scenario-based approach, the budget allocation model is presented. The comparison of the results obtained from the use of deterministic and robust models shows that the solution of the robust model remains stable in all examined conditions. Also, in the comparison of all the examined scenarios, the robust optimal solution is better than the deterministic optimal solution. The findings of this research can be used by organizations to increase long-term profits, increase the rate of customer acquisition and retention, target marketing programs and ultimately increase market share.
لیست مقالات
لیست مقالات بایگانی شده
Structural Review and Analysis of Barriers to Creative Entrepreneurship in Iran's Video Game Industry
Moein Soleimani - Mohammad Hosein Asgharpour - Marzieh Mobasher Amini - Seyed Sina Masoumi
پیشبینی شاخص کیفیت هوای فردا در تهران با استفاده از روشهای یادگیری ماشین
نعیمه نیازی - حمیده رضوی
AOACO : Aquila Optimizer Based on Ant Colony Optimization
Erfan Saghafi - Shahrokh Asadi
Multi-Objective Warehouse Layout Optimization with a Fair Workload Distribution Approach (Case Study: Kerman motor Company)
Mohammadebrahim Ebrahimi sadr - Ezat Valipour
زمانبندی بهینه وسایل برقی در خانه های هوشمند با قطعی تصادفی برق شبکه: یک رویکرد برنامه ریزی تصادفی دو مرحله ای
زهرا ملک خانی - محمد رنجبر
تخصیص پویای سلاحهای مقابله نرم در یک ناو جنگی به تهاجمات موشکی
صادق تشکری - محمد رنجبر
مسیریابی انتخابگرها در انبارهای تجارت الکترونیک تحت سیاست ذخیره سازی قفسه های مختلط
شیرین بذیون - مهدی ایرانپور
Multi Period Closed-Loop Supply Chain Modeling for Plastic Box Production with the Objective of Cost Minimization
Mostafa Khooniki - Hosein Neghabi - Zahra Sadat Hosseini
A mathematical model for the facility layout of a PVC sheet production plant
Ali Namazian - Zahra Farasati
بررسی نقش سیستم های پشتیبانی تصمیم (DSSها) در زنجیرهی تامین
سعید سلجوقی - نجمه نصیری خلجی
بیشتر
ثمین همایش، سامانه مدیریت کنفرانس ها و جشنواره ها - نگارش 42.7.0