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Papers by Thomas Reutterer

Research paper thumbnail of Qiyv+urq v) Qr... 6qr...++' rq) Q...'prrqvt+ 's ur !u @H68 8'sr...rpr T'pxu'y!!"Hh' (('U...hpx$)Hh...xrvtSr+rh...puT'$ $

Research paper thumbnail of Ticking Away the Moments: Timing Regularity Helps to Better Predict Customer Activity

Research paper thumbnail of Une approche de filtrage collaboratif mise au point pour prédire des achats intercatégories basée sur des paniers de données binaires

Recherche Et Applications En Marketing, Dec 1, 2003

Research paper thumbnail of How mobile advertising affects consumers: empirical findings from a SMS direct marketing campaign

Research paper thumbnail of A data mining framework for targeted category promotions

Journal of Business Economics, 2016

Research paper thumbnail of Combined Market Structure and Segmentation Analysis Based on Brand Choice Data: Overcoming the Limitations of Conventional Techniques with Topologically Ordered Feature Maps

The objective and related issues of simultaneously performing competitive market structure (CMS) ... more The objective and related issues of simultaneously performing competitive market structure (CMS) and market segmentation analysis is well-documented in the marketing literature. In this paper, an artificial neural network based approach of for the formation of topological ordered feature maps is introduced into the context of brand choice data based combined CMS/segmentation analysis. Selected aspects of the methodological basis are discussed and in a demonstration study using household-level brand choice probabilities derived from diary household panel data the failure of conventional methodology is opposed to the promising properties of the suggested neurocomputing approach.

Research paper thumbnail of Which categories should direct marketers feature for which customers when using targeted promotions?

Research paper thumbnail of Ladenatmosph ire und Konsumentlnnenve rhalten Teil 1: Theoretischer Hintergrund und didaktische Vorgangsweise f/ r eine Projektstudie

Research paper thumbnail of A stepwise procedure for perceptions-based segmentation of retail markets

Interdisciplinary Studies in Economics and Management, 2000

Research paper thumbnail of Formation and characterization of market segments

Interdisciplinary Studies in Economics and Management, 2000

Research paper thumbnail of Utilizing standard market research data

Interdisciplinary Studies in Economics and Management, 2000

Research paper thumbnail of Step 3: Concentration analysis of image distinction

Interdisciplinary Studies in Economics and Management, 2000

Research paper thumbnail of Step 1: Answer pattern compression

Interdisciplinary Studies in Economics and Management, 2000

Research paper thumbnail of Sampling-Methoden in der Marktforschung

Qualitative Marktforschung, 2007

Research paper thumbnail of Combined Market Structure and Segmentation Analysis Based on Brand Choice Data: Overcoming the Limitations of Conventional Techniques with Topologically Ordered Feature Maps

The objective and related issues of simultaneously performing competitive market structure (CMS) ... more The objective and related issues of simultaneously performing competitive market structure (CMS) and market segmentation analysis is well-documented in the marketing literature. In this paper, an artificial neural network based approach of for the formation of topological ordered feature maps is introduced into the context of brand choice data based combined CMS/segmentation analysis. Selected aspects of the methodological basis are discussed and in a demonstration study using household-level brand choice probabilities derived from diary household panel data the failure of conventional methodology is opposed to the promising properties of the suggested neurocomputing approach.

Research paper thumbnail of Developing target marketing strategies

Interdisciplinary Studies in Economics and Management, 2000

Research paper thumbnail of Sampling-Methoden in der Marktforschung

Qualitative Marktforschung, 2009

Research paper thumbnail of Analytische Modelle zur Unterstötzung von Positionierungsentscheidungen—Versuch einer Bestandsaufnahme

der markt, 1994

ABSTRACT Zusammenfassung Die im vorliegenden Beitrag angeföhrten Modelle versuchen, Relationen zw... more ABSTRACT Zusammenfassung Die im vorliegenden Beitrag angeföhrten Modelle versuchen, Relationen zwischen (konkurrierenden) Leistungsangeboten und/oder potentiellen Leistungs-Nachfragern aus Abnehmersicht abzubilden und als Informationsgrundlage för strategische Marketing-Entscheidungen aufzubereiten. Dabei gelangen die verschiedensten Prozeduren der Daten-sarnmlung,-Verdichtung und -anordnung zum Einsatz-Mit den meßtechnischen Unterschieden korrespondieren mehr oder weniger voneinander abweichende Aussagensysteme und Annahmen öber das empirische Relativ. Nach langjähriger Konzentration der Forschungsbemöhungen auf die Operationalisierungs-und Validierungsschwierigkeiten von theoretischer Konstrukte diverser Verhaltensmodelle sowie den damit verbundenen meßtechnischen Implikationen kann bei der Durchsicht einschlägiger Literaturquellen eine verstärkte Aufmerksamkeit an den einer direkten Messung zugänglichen Kaufverhaltensgrößen (insbes. Markenwechseldaten) festgestellt werden. Diese nicht zuletzt wohl auch auf die technischen Erleichterungen (Scanner-Daten, Single-Source-Verknöpfungen, etc.) im Bereich der Datensammlungsmethoden von Panelerhebungen zuröckzuföhrende Entwicklung schlägt sich in einem „steigenden Bedarf“ an leistungsfähigen meßtechnischen Modellen der Datenmanipulation nieder, die möglichst geringe Anspröche an die nicht selten lediglich dichotomen Differenzierungen in der empirischen Basis stellen.

Research paper thumbnail of A decision-support tool for recommending promising categories for targeted promotions

When making marketing mix decisions, marketing managers of companies that offer a broad range of ... more When making marketing mix decisions, marketing managers of companies that offer a broad range of product categories, such as traditional offline and online retailers, mail-order companies, or financial service providers, often need to select one or a few focal categories out of all the possible ones offered. This interest is further fuelled by opportunities offered by the Internet or modern customer loyalty programs using smart card technologies, making it easier as well as cheaper for companies to implement micromarketing strategies. the conference, we will present the underlying mechanism of our decision-support tool as well as show some preliminary results of its performance.

Research paper thumbnail of Building an Association Rules Framework for Target Marketing

Studies in Classification, Data Analysis, and Knowledge Organization, 2008

ABSTRACT The discovery of association rules is a popular approach to detect cross-category purcha... more ABSTRACT The discovery of association rules is a popular approach to detect cross-category purchase correlations hidden in large amounts of transaction data and extensive retail assortments. Traditionally, such item or category associations are studied on an 'average' view of the market and do not reflect heterogeneity across customers. With the advent of loyalty programs, however, tracking each program member's transactions has become facilitated, enabling retailers to customize their direct marketing efforts more effectively by utilizing cross-category purchase dependencies at a more disaggregate level. In this paper, we present the building blocks of an analytical framework that allows retailers to derive customer segment-specific associations among categories for subsequent target marketing. The proposed procedure starts with a segmentation of customers based on their transaction histories using a constrained version of K-centroids clustering. In a second step, associations are generated separately for each segment. Finally, methods for grouping and sorting the identified associations are provided. The approach is demonstrated with data from a grocery retailing loyalty program.

Research paper thumbnail of Qiyv+urq v) Qr... 6qr...++' rq) Q...'prrqvt+ 's ur !u @H68 8'sr...rpr T'pxu'y!!"Hh' (('U...hpx$)Hh...xrvtSr+rh...puT'$ $

Research paper thumbnail of Ticking Away the Moments: Timing Regularity Helps to Better Predict Customer Activity

Research paper thumbnail of Une approche de filtrage collaboratif mise au point pour prédire des achats intercatégories basée sur des paniers de données binaires

Recherche Et Applications En Marketing, Dec 1, 2003

Research paper thumbnail of How mobile advertising affects consumers: empirical findings from a SMS direct marketing campaign

Research paper thumbnail of A data mining framework for targeted category promotions

Journal of Business Economics, 2016

Research paper thumbnail of Combined Market Structure and Segmentation Analysis Based on Brand Choice Data: Overcoming the Limitations of Conventional Techniques with Topologically Ordered Feature Maps

The objective and related issues of simultaneously performing competitive market structure (CMS) ... more The objective and related issues of simultaneously performing competitive market structure (CMS) and market segmentation analysis is well-documented in the marketing literature. In this paper, an artificial neural network based approach of for the formation of topological ordered feature maps is introduced into the context of brand choice data based combined CMS/segmentation analysis. Selected aspects of the methodological basis are discussed and in a demonstration study using household-level brand choice probabilities derived from diary household panel data the failure of conventional methodology is opposed to the promising properties of the suggested neurocomputing approach.

Research paper thumbnail of Which categories should direct marketers feature for which customers when using targeted promotions?

Research paper thumbnail of Ladenatmosph ire und Konsumentlnnenve rhalten Teil 1: Theoretischer Hintergrund und didaktische Vorgangsweise f/ r eine Projektstudie

Research paper thumbnail of A stepwise procedure for perceptions-based segmentation of retail markets

Interdisciplinary Studies in Economics and Management, 2000

Research paper thumbnail of Formation and characterization of market segments

Interdisciplinary Studies in Economics and Management, 2000

Research paper thumbnail of Utilizing standard market research data

Interdisciplinary Studies in Economics and Management, 2000

Research paper thumbnail of Step 3: Concentration analysis of image distinction

Interdisciplinary Studies in Economics and Management, 2000

Research paper thumbnail of Step 1: Answer pattern compression

Interdisciplinary Studies in Economics and Management, 2000

Research paper thumbnail of Sampling-Methoden in der Marktforschung

Qualitative Marktforschung, 2007

Research paper thumbnail of Combined Market Structure and Segmentation Analysis Based on Brand Choice Data: Overcoming the Limitations of Conventional Techniques with Topologically Ordered Feature Maps

The objective and related issues of simultaneously performing competitive market structure (CMS) ... more The objective and related issues of simultaneously performing competitive market structure (CMS) and market segmentation analysis is well-documented in the marketing literature. In this paper, an artificial neural network based approach of for the formation of topological ordered feature maps is introduced into the context of brand choice data based combined CMS/segmentation analysis. Selected aspects of the methodological basis are discussed and in a demonstration study using household-level brand choice probabilities derived from diary household panel data the failure of conventional methodology is opposed to the promising properties of the suggested neurocomputing approach.

Research paper thumbnail of Developing target marketing strategies

Interdisciplinary Studies in Economics and Management, 2000

Research paper thumbnail of Sampling-Methoden in der Marktforschung

Qualitative Marktforschung, 2009

Research paper thumbnail of Analytische Modelle zur Unterstötzung von Positionierungsentscheidungen—Versuch einer Bestandsaufnahme

der markt, 1994

ABSTRACT Zusammenfassung Die im vorliegenden Beitrag angeföhrten Modelle versuchen, Relationen zw... more ABSTRACT Zusammenfassung Die im vorliegenden Beitrag angeföhrten Modelle versuchen, Relationen zwischen (konkurrierenden) Leistungsangeboten und/oder potentiellen Leistungs-Nachfragern aus Abnehmersicht abzubilden und als Informationsgrundlage för strategische Marketing-Entscheidungen aufzubereiten. Dabei gelangen die verschiedensten Prozeduren der Daten-sarnmlung,-Verdichtung und -anordnung zum Einsatz-Mit den meßtechnischen Unterschieden korrespondieren mehr oder weniger voneinander abweichende Aussagensysteme und Annahmen öber das empirische Relativ. Nach langjähriger Konzentration der Forschungsbemöhungen auf die Operationalisierungs-und Validierungsschwierigkeiten von theoretischer Konstrukte diverser Verhaltensmodelle sowie den damit verbundenen meßtechnischen Implikationen kann bei der Durchsicht einschlägiger Literaturquellen eine verstärkte Aufmerksamkeit an den einer direkten Messung zugänglichen Kaufverhaltensgrößen (insbes. Markenwechseldaten) festgestellt werden. Diese nicht zuletzt wohl auch auf die technischen Erleichterungen (Scanner-Daten, Single-Source-Verknöpfungen, etc.) im Bereich der Datensammlungsmethoden von Panelerhebungen zuröckzuföhrende Entwicklung schlägt sich in einem „steigenden Bedarf“ an leistungsfähigen meßtechnischen Modellen der Datenmanipulation nieder, die möglichst geringe Anspröche an die nicht selten lediglich dichotomen Differenzierungen in der empirischen Basis stellen.

Research paper thumbnail of A decision-support tool for recommending promising categories for targeted promotions

When making marketing mix decisions, marketing managers of companies that offer a broad range of ... more When making marketing mix decisions, marketing managers of companies that offer a broad range of product categories, such as traditional offline and online retailers, mail-order companies, or financial service providers, often need to select one or a few focal categories out of all the possible ones offered. This interest is further fuelled by opportunities offered by the Internet or modern customer loyalty programs using smart card technologies, making it easier as well as cheaper for companies to implement micromarketing strategies. the conference, we will present the underlying mechanism of our decision-support tool as well as show some preliminary results of its performance.

Research paper thumbnail of Building an Association Rules Framework for Target Marketing

Studies in Classification, Data Analysis, and Knowledge Organization, 2008

ABSTRACT The discovery of association rules is a popular approach to detect cross-category purcha... more ABSTRACT The discovery of association rules is a popular approach to detect cross-category purchase correlations hidden in large amounts of transaction data and extensive retail assortments. Traditionally, such item or category associations are studied on an 'average' view of the market and do not reflect heterogeneity across customers. With the advent of loyalty programs, however, tracking each program member's transactions has become facilitated, enabling retailers to customize their direct marketing efforts more effectively by utilizing cross-category purchase dependencies at a more disaggregate level. In this paper, we present the building blocks of an analytical framework that allows retailers to derive customer segment-specific associations among categories for subsequent target marketing. The proposed procedure starts with a segmentation of customers based on their transaction histories using a constrained version of K-centroids clustering. In a second step, associations are generated separately for each segment. Finally, methods for grouping and sorting the identified associations are provided. The approach is demonstrated with data from a grocery retailing loyalty program.