Seeding a Message to Harvest Reach, Predicting and Optimizing the Spread of Electronic Word-of-Mouth

RJA van der Lans, Gerrit van Bruggen, J Eliashberg, Berend Wierenga

Research output: Contribution to journalArticleProfessional

Abstract

In a viral marketing campaign organizations stimulate customers to forward marketing messages to their contacts. To optimize a viral campaign it is necessary to predict how many customers will be reached, how this reach evolves, and how it depends on promotion activities. a new Viral Branching model can provide these results. It is based on insights from epidemiology and the spread of viruses and was adapted to a marketing context and an electronic environment. The model is applied to an actual viral marketing campaign in which over 200,000 customers participated during a six-week period. The results show that the model quickly predicts the actual reach of the campaign and serves as a valuable tool to support marketing decisions related to online campaigns
Original languageEnglish
Pages (from-to)32-41
Number of pages10
JournalGfK Marketing Intelligence Review
Volume4
Issue number1
DOIs
Publication statusPublished - 2012

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