It is standard procedure to use short-term measures for designing customized marketing campaigns and evaluating their success. We consider the integration of customer lifetime value (CLV) thinking into the category selection problem for targeted coupons. This problem involves two primary considerations: should the coupon be a category-specific one? – and, if so, should short-term or rather long-term objectives govern the choice of category? Our paper is the first to address these questions by analyzing the effects of different customized targeting strategies for category coupons on short-term marketing costs and long-term CLV using an analytical model. We develop these targeting strategies with the help of a data-driven customer segmentation framework based on the dimensions of churn, frequency, and loyalty. Using data from a German hypermarket chain, we identify four refined targeting strategies that enable multi-category retailers to exploit the full potential of customized marketing by optimizing the trade-off between marketing cost and CLV considerations. Our analysis reveals that the targeting strategy most likely to be employed by retail practice – as compared with the one most commonly used – can yield a substantially higher CLV even as it reduces wasteful marketing costs.

使用短期措施来设计定制的营销活动并评估其成功是标准程序。我们考虑将客户终身价值 (CLV) 思维整合到目标优惠券的类别选择问题中。这个问题涉及两个主要考虑因素：优惠券应该是特定类别的优惠券吗？– 如果是这样，短期目标还是长期目标应该支配类别的选择？我们的论文首次通过使用分析模型分析类别优惠券的不同定制定位策略对短期营销成本和长期 CLV 的影响来解决这些问题。我们在基于流失、频率和忠诚度维度的数据驱动的客户细分框架的帮助下制定了这些目标策略。使用来自德国大型超市连锁店的数据，我们确定了四种精细的定位策略，通过优化营销成本和 CLV 考虑因素之间的权衡，使多类别零售商能够充分利用定制营销的潜力。我们的分析表明，与最常用的定位策略相比，零售实践最有可能采用的定位策略可以产生显着更高的 CLV，即使它减少了浪费的营销成本。