Targeting direct marketing campaigns by neural networks

Abstract

Market-oriented companies increasingly aim at maximising the return of targeted direct marketing campaigns, rather than trying to reach customers and prospects indistinctly, according to a mass marketing approach. The profitability of direct marketing campaigns depends on a detailed definition of prospects and an accurate prediction of the response rate. This study shows how the use of Artificial Neural Networks (ANNs) can improve the effectiveness of direct mail marketing campaigns thanks to a better prediction of the response rate for subjects included in the target population according to factors that are believed to have an impact on their purchase intention. Results show the effectiveness of ANNs – in comparison with multiple regression analysis and logistic regression analysis – in identifying complex relationships among the data, and particularly in profiling customers and prospects and anticipating their behaviour.     

Automation of Warehouse Management and Assortment in the Distribution of Durable Goods: An Analysis for the Ceramics and Building Supplies Industry in Spain

The introduction of information and communication technologies can be a source of competitive advantages for the retailer, even if at significant cost. In the present work we try to identify the factors that characterize companies that invest in these technologies to automate warehouse management and, in particular, the relation between the degree of automation and the retail assortment. In order to achieve this aim, we consider a sample of distributors of ceramics and building supplies in Spain. The results suggest that warehouse management automation is related to the depth and breadth of the products carried in the retail assortment.     

Inter-and intra-organizational stakeholder arrangements in carbon management accounting

This research investigates the role of inter-organizational arrangements and intra-organizational activities as sub-parts of carbon management accounting to reduce greenhouse gas (GHG) emissions. We apply the concept of stakeholder engagement, normally utilized in sustainability reporting, to carbon management accounting and performance. We also examine if carbon management projects that encompass many functional areas aid in GHG emissions performance. Using a sample of firms headquartered in the United States with data available from the CDP, we apply the three-stage least squares (3SLS) method to test for the endogeneity of GHG emissions reporting and performance. We find that both inter-organizational and intra-organizational arrangements improve GHG emissions performance through carbon management processes and procedures. Our research contributes to the literature by providing insight into how companies work externally with their stakeholders and internally with multiple functional areas to implement carbon management projects that reduce GHG emissions.     

The Market Response to Beating After‐tax Earnings Targets Revisited using Analysts’ Pre‐tax Earnings Forecasts and Concurrent Tax Note Disclosures

We investigate whether the premium for achieving after‐tax earnings targets is informed by the availability of pre‐tax and after‐tax earnings forecasts. We find evidence the premium is discounted for firms achieving only after‐tax earnings forecasts compared with firms achieving both forecast targets. This is likely due to the uncertainty about future profitability and earnings quality created by failing to attain pre‐tax earnings targets. For firms achieving only pre‐tax earnings forecasts, no premium is documented. Taken together, our results indicate that while pre‐tax earnings forecasts may not move the market, they have an informational role in providing a context for assessing the achievement of after‐tax earnings targets. We also consider the usefulness of the tax note disclosures of deferred tax assets from carry‐forward losses for assessing the premium for achieving after‐tax earnings targets. Reflecting the duality of this tax deferral, we find evidence that recognition of these tax assets conveys information about lower earnings quality when recognition is likely to be opportunistic (in the case of firms achieving only after‐tax forecasts), and provides a signal of future profitability (in the case of firms achieving only pre‐tax forecasts).     

How Do Financial Constraints Affect Creativity?

This paper investigates the effects of financial constraints on the outcome of different types of creative tasks such as product ideation and product repair. Four experimental studies examine the effect of financial constraints on creativity of the outcome of a product ideation task, and compare the effect of financial constraints with the effect of another type of constraint (i.e., input restrictions) on creativity of products ideated and on the amount of resources invested in the development of the creative solution. Furthermore, these studies explore the type of creative process ignited by financial constraints and analyze the effect of financial constraints in interaction with an individual difference such as novelty seeking, which embraces more remote determinants of creative performance, on the creativity of the outcomes to a product ideation task, as well as on the creativity of the outcomes to a more constrained task such as repairing an existing product. The results suggest that constrained financial resources may be beneficial to creativity. Financial constraints lead to the ideation of more creative products. Yet these products are generated using fewer inputs and a lower budget than products generated in an unconstrained condition. Furthermore, while yielding outcomes as creative as the ones generated under input constraints, financial constraints induce a parsimonious mindset reflected in the use of less costly resources. More interestingly, financial constraints activate a top‐down rather than a bottom‐up processing strategy in approaching the creative task. Finally, the results show that the effect of financial constraints is stronger for individuals with inherent tendencies toward novelty seeking, because their stock of experiences and perspectives puts them under stress when facing an unconstrained problem space. This interaction effect holds not only for product ideation tasks, but also when the problem space is already constrained in nature, as in the case of repairing a product. These findings, which are quite counterintuitive from the perspective of classic new product development literature, suggest that, at least under certain conditions, the use of financial constraints might constitute a promising approach to foster new ideas' generation, one that leads to more creative outcomes despite using less costly inputs. In addition, our results suggest that, when dealing with a creative task, companies should modulate the adoption of this kind of constraint on the individual characteristics of their employees, specifically on their innate tendency to seek novelty.     

Does technology make a difference? Evidence from Spanish hotels

Information and communication technologies (ICTs) have positively contributed to the hospitality industry. In Spain, the third tourism destination in the world, hotels have widely adopted computers and the Internet for the internal processes as well as in their relationships with their providers and customers. While some ICT solutions are common in hotels regardless of their category, others may allow to differentiate across upscale hotels and those of inferior level. This study identifies the most discriminating ICT solutions across 3-, 4-, and 5-star hotels, and discusses their potential for improving efficiency and service quality. In particular, digital technology, loyalty programs, and ambient intelligence are some of the most differentiating technologies, which may be implemented by 3- and 4-star hotels to improve the perceived quality of their processes and services.     

Who should teach what? Australian perceptions of the roles of universities and practice in the education of professional accountants

This paper addresses the respective roles and responsibilities of universities and practitioners in educating professional accountants. The issues are explored by a review of the literature in accounting and other professions regarding the respective roles of universities and employers in the development of both technical and non-technical knowledge and skills of professionals, particularly accounting practitioners. The literature review suggests that critics of university-based education fail to recognise (a) the changes that have occurred in the roles and responsibilities of accounting practitioners, and (b) the opportunity costs necessarily associated with providing generalist accounting degrees. Universities and employers have comparative advantages for the development of different types of professional skills and knowledge. These insights are extended by way of a series of interviews with Australian accounting practitioners, representatives from professional accounting bodies, recent accounting graduates, and accounting students about their perceptions of the respective responsibilities and roles of universities and employers. Although some interviewees recognised that universities cannot be ‘all things to all people’, there was a tendency to expect universities to have the major responsibility for the development in accounting graduates of both technical and non-technical knowledge and skills. Such perceptions tended to understate the responsibilities and comparative advantage of employers and result in unrealistic expectations about the outcomes of a university education. Employers need to be made more aware of the resource and other limitations associated with university programs and should develop meaningful opportunities for learning and reflection within workplace contexts.