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Article
Publication date: 4 November 2014

Keith Becker, Jim Sprigg and Alex Cosmas

The purpose of this paper is to estimate individual promotional campaign impacts through Bayesian inference. Conventional statistics have worked well for analyzing the…

Abstract

Purpose

The purpose of this paper is to estimate individual promotional campaign impacts through Bayesian inference. Conventional statistics have worked well for analyzing the impact of direct marketing promotions on purchase behavior. However, many modern marketing programs must drive multiple purchase objectives, requiring more precise arbitration between multiple offers and collection of more data with which to differentiate individuals. This often results in datasets that are highly dimensional, yet also sparse, straining the power of statistical methods to properly estimate the effect of promotional treatments.

Design/methodology/approach

Improvements in computing power have enabled new techniques for predicting individual behavior. This work investigates a probabilistic machine-learned Bayesian approach to predict individual impacts driven by promotional campaign offers for a leading global travel and hospitality chain. Comparisons were made to a linear regression, representative of the current state of practice.

Findings

The findings of this work focus on comparing a machine-learned Bayesian approach with linear regression (which is representative of the current state of practice among industry practitioners) in the analysis of a promotional campaign across three key areas: highly dimensional data, sparse data and likelihood matching.

Research limitations/implications

Because the findings are based on a single campaign, future work includes generalizing results across multiple promotional campaigns. Also of interest for future work are comparisons of the technique developed here with other techniques from academia.

Practical implications

Because the Bayesian approach allows estimation of the influence of the promotion for each hypothetical customer’s set of promotional attributes, even when no exact look-alikes exist in the control group, a number of possible applications exist. These include optimal campaign design (given the ability to estimate the promotional attributes that are likely to drive the greatest incremental spend in a hypothetical deployment) and operationalizing efficient audience selection given the model’s individualized estimates, reducing the risk of marketing overcommunication, which can prompt costly unsubscriptions.

Originality/value

The original contribution is the application of machine-learning to Bayesian Belief Network construction in the context of analyzing a multi-channel promotional campaign’s impact on individual customers. This is of value to practitioners seeking alternatives for campaign analysis for applications in which more commonly used models are not well-suited, such as the three key areas that this paper highlights: highly dimensional data, sparse data and likelihood matching.

Details

Journal of Consumer Marketing, vol. 31 no. 6/7
Type: Research Article
ISSN: 0736-3761

Keywords

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Book part
Publication date: 3 January 2015

Joseph Mello

This chapter examines how opponents of same-sex marriage have used rights discourse to construct an identity of themselves as victims, and construct gays and lesbians as…

Abstract

This chapter examines how opponents of same-sex marriage have used rights discourse to construct an identity of themselves as victims, and construct gays and lesbians as deviant “others.” I find that conservative rights discourse has been more effective outside the courtroom than in it. This is because these arguments rely on implicit discriminatory stereotypes which are frequently exposed under the scrutiny of dispassionate judicial actors. However, in a popular arena, they are free to operate with considerably less scrutiny. Here, rights discourse is used to mask discriminatory stereotypes and lend legitimacy to positions that would be rejected if made explicitly.

Details

Studies in Law, Politics, and Society
Type: Book
ISBN: 978-1-78441-568-6

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Article
Publication date: 1 May 1983

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This…

Abstract

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

Details

Management Decision, vol. 21 no. 5
Type: Research Article
ISSN: 0025-1747

Keywords

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Article
Publication date: 1 November 1937

THE question of display in libraries becomes more important with the days. It is therefore a peculiar pleasure to us to publish a fine article by Mr. Savage on this. From…

Abstract

THE question of display in libraries becomes more important with the days. It is therefore a peculiar pleasure to us to publish a fine article by Mr. Savage on this. From his earliest days the ex‐President has been deeply and practically interested in book‐display. We believe that nearly forty years ago he and Mr. Jast worked out many experiments in it which are occasionally revived by those who have quite forgotten their origin. He was, we think, the first librarian here to take an ordinary shop as a branch library and dress its window as if it were a bookshop. Before him few English libraries used colour to any extent, or were aware of the aesthetic value of plants, flowers, curtains and well‐shaped furniture.

Details

New Library World, vol. 40 no. 5
Type: Research Article
ISSN: 0307-4803

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Article
Publication date: 1 May 1938

A LETTER from the President of the Library Association (Mr. Berwick Sayers) has been received which we have pleasure in giving prominently.

Abstract

A LETTER from the President of the Library Association (Mr. Berwick Sayers) has been received which we have pleasure in giving prominently.

Details

New Library World, vol. 40 no. 10
Type: Research Article
ISSN: 0307-4803

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Article
Publication date: 1 November 1936

AT intervals the rules and regulations of libraries should be scrutinized. They are not in themselves sacrosanct as is the constitution of the Realm, but many exist which…

Abstract

AT intervals the rules and regulations of libraries should be scrutinized. They are not in themselves sacrosanct as is the constitution of the Realm, but many exist which no longer have serviceable qualities. Nevertheless, so long as a rule remains in force it should be operative and its application be general and impartial amongst readers; otherwise, favouritism and other ills will be charged against the library that makes variations. This being so, it is imperative that now and then revision should take place. There is to‐day a great dislike of discipline, which leads to attacks on all rules, but a few rules are necessary in order that books may be made to give the fullest service, be preserved as far as that is compatible with real use, and that equality of opportunity shall be given to all readers. What is wanted is not “no rules at all,” but good ones so constructed that they adapt themselves to the needs of readers. Anachronisms such as: the rule that in lending libraries forbids the exchange of a book on the day it is borrowed; the illegal charge for vouchers; insistence that readers shall return books for renewal; the rigid limiting of the number of readers' tickets; or a procrustean period of loan for books irrespective of their character—here are some which have gone in many places and should go in all. Our point, however, is that rules should be altered by the authority, not that the application of rules should be altered by staffs. The latter is sometimes done, and trouble usually ensues.

Details

New Library World, vol. 39 no. 5
Type: Research Article
ISSN: 0307-4803

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Article
Publication date: 13 January 2021

Harleen Kaur and Rajpreet Kaur

Very little research has examined how adaptivity, adaptability resources, adapting responses and adaptation results are interlinked with each other. The current research…

Abstract

Purpose

Very little research has examined how adaptivity, adaptability resources, adapting responses and adaptation results are interlinked with each other. The current research aims to investigate whether career adaptability influences job outcomes via job content plateau. Taking career construction theory (Savickas, 2005) as a base, the research model of this study posited that employee's favorable job outcomes, i.e. job satisfaction and performance depend upon their psychosocial meta-capacities (career adaptability) and job content plateau. Further, the study is the first to examine the moderating role of proactivity among career adaptability, job content plateau and job outcomes relationship.

Design/methodology/approach

It is a two-wave longitudinal study, quantitative in nature and has collected data from 357 faculty members of Indian universities. The hypotheses have been empirically tested through the structural equation modeling technique.

Findings

The moderated mediation model was supported, and as predicted, (1) career adaptability was positively related to job outcomes and (2) the mediated relationship between career adaptability and job outcomes via content plateau was stronger for individuals with high levels of proactivity.

Practical implications

The study encourages career management practitioners and counselors to integrate proactive behaviors and career adaptability into counseling techniques to equip clients with necessary skills and deal with unfavorable job experiences, thereby engendering favorable job outcomes.

Originality/value

The current study is the first to test the intervening effect of proactivity in career adaptability and job outcomes relationships via job content plateau.

Details

Higher Education, Skills and Work-Based Learning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2042-3896

Keywords

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