Effectiveness verification framework for coupon distribution marketing measure considering users’ potential purchase intentions

Effectiveness verification framework for coupon distribution marketing measure considering users’ potential purchase intentions

AbstractIn recent years, web marketing has thrived, and online coupon distribution has become a significant marketing measure that leads to increased sales. However, randomly distributing coupons risks lowering the profit ratio of companies. Therefore, it is important to estimate the effect of coupo...

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Bibliographic Details
Main Authors: Akiko Yoneda, Ryotaro Shimizu, Shion Sakurai, Makoto Kawata, Haruka Yamashita, Masayuki Goto
Format: Article
Language:English
Published: Taylor & Francis Group 2024-12-01
Series:Cogent Engineering
Subjects:
E-commerce marketing
causal inference
effectiveness verification
randomized controlled trials
field experiments
explainable AI
Online Access:https://www.tandfonline.com/doi/10.1080/23311916.2024.2307718

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