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This working paper discusses strategies for targeting marketing interventions aimed at maximizing long-term outcomes, especially in subscription-based businesses like digital media. The study employs statistical surrogacy and off-policy learning approaches to impute missing long-term outcomes and optimize targeted policies based on these imputed values. It empirically validates the proposed methodology through field experiments at The Boston Globe, evidencing a significant revenue increase...
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How to fill out targeting for long-term outcomes

01
Define your long-term outcomes clearly based on your overall goals.
02
Identify the specific audience that will influence or benefit from these outcomes.
03
Gather demographic data relevant to your target audience.
04
Analyze behavioral patterns and preferences of your audience.
05
Select key performance indicators (KPIs) that align with your outcomes.
06
Use segmentation to create distinct groups within your target audience.
07
Utilize insights from past campaigns to inform your targeting strategy.
08
Monitor and adjust your targeting based on feedback and results.

Who needs targeting for long-term outcomes?

01
Businesses looking to improve customer retention and loyalty.
02
Organizations aiming for social impact or community development.
03
Nonprofits seeking sustainable funding and support.
04
Marketers focusing on brand awareness and long-term engagement.
05
Policy makers who aim to create lasting changes in their communities.
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Targeting for long-term outcomes refers to the strategic process used by organizations to identify and prioritize objectives that contribute to sustainable success and impact over an extended period.
Typically, organizations that receive funding or grants from governmental or institutional sources are required to file targeting for long-term outcomes to ensure accountability and transparency in their objectives.
To fill out targeting for long-term outcomes, organizations must follow specific guidelines provided by the funding authority, which usually include outlining measurable goals, timelines, and the strategies to reach the desired outcomes.
The purpose of targeting for long-term outcomes is to create a roadmap for achieving significant and sustainable results, ensuring that resources are utilized efficiently to make a lasting impact.
Information that must be reported includes specific long-term goals, the metrics used for measuring progress, timelines for achieving these goals, and the strategies planned for success.
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