Targeting and Propensity Score Model (Part I)

Xiaojing Dong ()
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Xiaojing Dong: Santa Clara University, Leavey School of Business

Chapter Chapter 6 in Marketing Analytics and Data Science, 2026, pp 95-112 from Springer

Abstract: Abstract Targeting refers to the strategic process of identifying specific segments of customers who are most likely to be interested in a product or service. This practice enables businesses to tailor their marketing efforts to meet the unique preferences and behaviors of different customers, thereby improving the effectiveness of marketing campaigns.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-11130-2_6

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DOI: 10.1007/978-3-032-11130-2_6

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