Return On Marketing Investment Driven Sponsorship: Optimizing This Marketing Investment In Latin America

Social Investment in Latin America

Attribution Strategies and Return on Keyword Investment in Paid Search Advertising ( Forthcoming at Marketing Science )

Firms use different attribution strategies such as last-click attribution or first-click attribution to assign conversion credits to search keywords that appear in their consumers’ paths to purchase. These attributed credits impact a firm’s future bidding and budget allocations among keywords and, in turn, determine the overall return-on-investment of search campaigns. In this paper, we model t...

Cost-Sensitive Learning via Priority Sampling to Improve the Return on Marketing and CRM Investment

Because of the unbalanced class and skewed profit distribution in customer purchase data, the unknown and variant costs of false negative errors are a common problem for predicting the high-value customers in marketing operations. Incorporating cost-sensitive learning into forecasting models can improve the return on investment under resource constraint. This study proposes a cost-sensitive lea...

Focus: Return on Investment

This article explores the historical IT value research, discusses its applicability to IT investments in healthcare, and highlights how it is challenged by several factors unique to the healthcare industry.The integration of historical IT value research with healthcare industry attributes provides an important context for understanding why the IT value proposition in healthcare has been so elus...

Focus: Return on Investment

Although sophisticated economic modeling can be used to quantify intangible benefits, ROI calculations for clinical information systems are driven more by the values and strategic direction of an organization than by any other considerations. But investing in clinical information tools to ensure quality and patient safety is, in reality, required as a cost of doing business and functioning as a...