Modeling the Response Pattern to Direct Marketing Campaigns

Amiya K. Basu, Atasi Basu, Rajeev Batra

Research output: Contribution to journalArticlepeer-review


The authors propose a new model of response pattern to a direct marketing campaign. They estimate their model and four competing model forms using a new maximum likelihood procedure for response data from four different campaigns. Their proposed model fits the data very well. The authors then offer a method to use the model to estimate the eventual number of responses to a campaign using early return data and knowledge of past campaigns. Finally, the authors suggest an application to predicting returns to mail surveys.

Original languageEnglish (US)
Pages (from-to)204-212
Number of pages9
JournalJournal of Marketing Research
Issue number2
StatePublished - May 1995

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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