Selection models for information channels : Applications in multichannel digital marketing

Abstract: In all digital marketing efforts, different information channels must be selected and used to reach customers. In this thesis, data describing the interactions that members of the loyalty program of a Nordic airline company have had with three information channels is used to estimate four selection models. These multinomial logistic regression models have the purpose of selecting which channel(s) best suits a given member. The models are evaluated and the one that best fits the given situation is examined in detail. It is found that the estimated models have satisfactory predictive power in estimating which channel best suits a given customer, and that this method can have useful practical applications.