Department of Management

Portfolio optimization and performance evaluation: An application to a customer portfolio

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Standard

Portfolio optimization and performance evaluation : An application to a customer portfolio. / Juhl, Hans Jørn; Christensen, Michael.

In: Journal of Marketing Analytics, Vol. 1, No. 3, 2013, p. 156–173.

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Harvard

APA

CBE

MLA

Vancouver

Author

Bibtex

@article{8c36c9f3d2a84b57a1a5abf9f678760c,
title = "Portfolio optimization and performance evaluation: An application to a customer portfolio",
abstract = "Based on an exclusive business-to-business database comprising nearly 1,000 customers, the applicability of portfolio analysis is documented, and it is examined how such an optimization analysis can be used to explore the growth potential of a company. As opposed to any previous analyses, optimal customer portfolios are determined, and it is shown how marketing decision-makers can use this information in their marketing strategies to optimize the revenue growth of the company. Finally, our analysis is the first analysis which applies portfolio based methods to measure customer performance, and it is shown how these performance measures complement the optimization analysis.",
keywords = "OR in marketing, Business Analytics, Revenue Management, Quadratic Programming",
author = "Juhl, {Hans J{\o}rn} and Michael Christensen",
year = "2013",
doi = "10.1057/jma.2013.11",
language = "English",
volume = "1",
pages = "156–173",
journal = "Journal of Marketing Analytics",
number = "3",

}

RIS

TY - JOUR

T1 - Portfolio optimization and performance evaluation

T2 - An application to a customer portfolio

AU - Juhl, Hans Jørn

AU - Christensen, Michael

PY - 2013

Y1 - 2013

N2 - Based on an exclusive business-to-business database comprising nearly 1,000 customers, the applicability of portfolio analysis is documented, and it is examined how such an optimization analysis can be used to explore the growth potential of a company. As opposed to any previous analyses, optimal customer portfolios are determined, and it is shown how marketing decision-makers can use this information in their marketing strategies to optimize the revenue growth of the company. Finally, our analysis is the first analysis which applies portfolio based methods to measure customer performance, and it is shown how these performance measures complement the optimization analysis.

AB - Based on an exclusive business-to-business database comprising nearly 1,000 customers, the applicability of portfolio analysis is documented, and it is examined how such an optimization analysis can be used to explore the growth potential of a company. As opposed to any previous analyses, optimal customer portfolios are determined, and it is shown how marketing decision-makers can use this information in their marketing strategies to optimize the revenue growth of the company. Finally, our analysis is the first analysis which applies portfolio based methods to measure customer performance, and it is shown how these performance measures complement the optimization analysis.

KW - OR in marketing

KW - Business Analytics

KW - Revenue Management

KW - Quadratic Programming

U2 - 10.1057/jma.2013.11

DO - 10.1057/jma.2013.11

M3 - Journal article

VL - 1

SP - 156

EP - 173

JO - Journal of Marketing Analytics

JF - Journal of Marketing Analytics

IS - 3

ER -