Customer-journey-based targeting : evidence from a randomized field experiment and causal forest technique = 고객여정 기반 타겟 프로모션 효과 분석 연구evidence from a randomized field experiment and causal forest technique

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Customer Journey is all the steps that a customer goes through in the purchase process. Promotional effectiveness may vary depending on where the customer is located. This study selected the target group based on customer journey and analyzed the effect on promotion effect according to stages of the customer journey. We conduct a randomized field experiment to identify the outcome of push promotions in a causal manner and applied the Causal Forest technique with very detailed information about the customer's in-app behavior to estimate heterogeneous promotional effects. This study shows the effect of push promotion at various stages of the customer journey and suggests that the 'favorite' stage is a suitable point for targeted promotions. In addition, customers who frequently visited, purchased frequently, and removed products from the 'favorite' list within the favorite group are more likely to respond to push promotions. These findings can help understand the effects of customer-journey-based targeting strategy and suggest new design elements for mobile commerce.
Advisors
Cho, Daegonresearcher조대곤researcher
Description
한국과학기술원 :경영공학부,
Publisher
한국과학기술원
Issue Date
2020
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 경영공학부, 2020.2,[iii, 33 p. :]

Keywords

Customer Journey▼aCustomer Behavior▼aPush Promotion▼aField Experiment▼aCausal Forest; 고객 여정▼a고객 행동▼a푸시 프로모션▼a현장 실험▼a커절 포레스트

URI
http://hdl.handle.net/10203/284831
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=911503&flag=dissertation
Appears in Collection
MT-Theses_Master(석사논문)
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