The statistical literature proposed many contributions about survival analysis in medical research, in this work this approach is proposed in a business context. The aim of this paper is to control the mortality of the users belonging to an e-mail subscribers list for a company operating in the healthcare information sector. Having available the survival times for each subscriber, the choice was oriented to survival models to evaluate the abandon of the customers. A survival analysis was conducted through a Cox model considering some risk factors of the subscriber. The selected Cox model carried to the identification of risk profiles representing different situations in terms of probability of abandon.

Marletta, A. (2022). Monitoring the survival of subscribers in a marketing mailing list. Intervento presentato a: CARMA 2022 - Internet and Big Data in Economics and Social Sciences - 4th International Conference on Advanced Research Methods and Analytics, Valencia, Spagna.

Monitoring the survival of subscribers in a marketing mailing list

Marletta, A
2022

Abstract

The statistical literature proposed many contributions about survival analysis in medical research, in this work this approach is proposed in a business context. The aim of this paper is to control the mortality of the users belonging to an e-mail subscribers list for a company operating in the healthcare information sector. Having available the survival times for each subscriber, the choice was oriented to survival models to evaluate the abandon of the customers. A survival analysis was conducted through a Cox model considering some risk factors of the subscriber. The selected Cox model carried to the identification of risk profiles representing different situations in terms of probability of abandon.
No
paper
Mailing list marketing; Healthcare information; Survival analysis; Cox Model
English
CARMA 2022 - Internet and Big Data in Economics and Social Sciences - 4th International Conference on Advanced Research Methods and Analytics
Marletta, A. (2022). Monitoring the survival of subscribers in a marketing mailing list. Intervento presentato a: CARMA 2022 - Internet and Big Data in Economics and Social Sciences - 4th International Conference on Advanced Research Methods and Analytics, Valencia, Spagna.
Marletta, A
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/393389
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