Customer acquisition in e-commerce: the application o fKalman filtering and optimal control

Parker, Kim T. Customer acquisition in e-commerce: the application o fKalman filtering and optimal control. In: OR Society Conference, 4-6 September 2001, University of Bath. (The full text of this publication is not available from this repository)

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Abstract

Companies operating in the area of B2C electronic commerce can make use of a variety of business models. A key strategic choice is the rate of expansion of their businesses, involving decisions on marketing and investments in hardware, software and personnel. This paper will show how such decisions are amenable to analysis by use of optimal control theory, in particular Pontryagin's maximum principle. Data from a practical example are analysed and a novel marketing model identified using Kalman filering. General modes of optimal control of marketing effort for this model are then analysed and illustrated.

Item Type: Conference or workshop item (Paper)
Subjects: H Social Sciences > HA Statistics > HA33 Management Science
Divisions: Faculties > Social Sciences > Kent Business School > Management Science
Depositing User: Kim T. Parker
Date Deposited: 29 Jun 2011 16:35
Last Modified: 23 Jun 2014 13:55
Resource URI: http://kar.kent.ac.uk/id/eprint/10701 (The current URI for this page, for reference purposes)
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