Open AccessProposal And Effectiveness Of A Highly Compelling Direct Mail Method - Establishment And Deployment Of PMOS-DM
Author(s) -
Hisatoshi Ishiguro,
Kakuro Amasaka
Publication year - 2011
Publication title -
international journal of management and information systems
Language(s) - English
Resource type - Journals
eISSN - 1546-5748
pISSN - 2157-9628
DOI - 10.19030/ijmis.v16i1.6717
Subject(s) - direct mail , direct marketing , mail order , pmos logic , order (exchange) , software deployment , marketing , computer science , business , advertising , engineering , electrical engineering , transistor , voltage , finance , operating system
No clear processes are used at car dealers when deciding target customers for direct mail campaigns, and individual sales representatives rely on their experience when making such decisions. This means that dealer strategies lose their effectiveness and dealers fail to achieve the desired increase in customer visits. Thus, for this study, the author has established the Practical Method using Optimization and Statistics for Direct Mail (PMOS-DM) as a method of deciding the most suitable target customers for direct mail campaigns. Specifically, in order to both clarify the dealers target customer types and increase the number of customer visits, the author applied mathematical programming (combinatorial optimization) using statistical science to establish a model for determining the most suitable target customers for direct mail campaigns. This model has subsequently been applied at company M dealers, demonstrating significant effectiveness in increasing customer visits.