Segmenting and Selecting Cross-sale Prospects using Dynamic Pricing

Fredrik Thuring, Jens Perch Nielsen, Montserrat Guillén, Catalina Bolancé

2013

Abstract

In this paper we consider segmentation of a company’s customer data base with respect to the future expected profit, emerging from not yet sold products. We consider a situation where the company is interested in contacting a subset of the customers in the data base to offer additional products. The price at which the products are offered may vary and by utilizing an estimate of the price elasticity of demand, we are able to find closed a form expression of the optimal price as well as the corresponding expected profit, for each customer prospect. We implement the methodology and test it using real data from a major Scandinavian insurance company. We underline that a closed form expression of the optimal price is seldom found in the dynamic pricing literature, suggesting that our pricing formula would be of interest to a broad audience of economists, econometricians, pricing managers and actuaries.

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Paper Citation


in Harvard Style

Thuring F., Perch Nielsen J., Guillén M. and Bolancé C. (2013). Segmenting and Selecting Cross-sale Prospects using Dynamic Pricing . In Proceedings of the 2nd International Conference on Operations Research and Enterprise Systems - Volume 1: ICORES, ISBN 978-989-8565-40-2, pages 103-108. DOI: 10.5220/0004336401030108


in Bibtex Style

@conference{icores13,
author={Fredrik Thuring and Jens Perch Nielsen and Montserrat Guillén and Catalina Bolancé},
title={Segmenting and Selecting Cross-sale Prospects using Dynamic Pricing},
booktitle={Proceedings of the 2nd International Conference on Operations Research and Enterprise Systems - Volume 1: ICORES,},
year={2013},
pages={103-108},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004336401030108},
isbn={978-989-8565-40-2},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 2nd International Conference on Operations Research and Enterprise Systems - Volume 1: ICORES,
TI - Segmenting and Selecting Cross-sale Prospects using Dynamic Pricing
SN - 978-989-8565-40-2
AU - Thuring F.
AU - Perch Nielsen J.
AU - Guillén M.
AU - Bolancé C.
PY - 2013
SP - 103
EP - 108
DO - 10.5220/0004336401030108