Paid media and measurement · Randomized CRM field experiment with network/social-connection analysis.
Beyond the Target Customer: Social Effects of Customer Relationship Management Campaigns
Eva Ascarza, Peter Ebbes, Oded Netzer, Matthew Danielson (2017). Beyond the Target Customer: Social Effects of Customer Relationship Management Campaigns. Journal of Marketing Research. https://doi.org/10.1509/jmr.15.0442.
Plain-English take
Targeting customers affected the behavior of their social connections, showing CRM campaign effects beyond directly targeted customers. For your marketing: Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
How much weight to give this
4.5/5 Strong design for its specific question
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Randomized CRM field experiment with network/social-connection analysis.
Nearly 6,000 customers of a mobile telecommunications provider and their social connections.
Judged from the publisher-described design and comparison; inspect the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
Do CRM campaigns affect people connected socially to the targeted customer?
Design
Randomized CRM field experiment with network/social-connection analysis.
Sample and setting
Nearly 6,000 customers of a mobile telecommunications provider and their social connections.
Reported result
What the study found
Targeting customers affected the behavior of their social connections, showing CRM campaign effects beyond directly targeted customers.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Mobile telecom network and social ties are context-specific; the abstract does not establish that all CRM campaigns generate spillovers.
Possible founder application
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
Publisher search result states randomized field experiment, nearly 6,000 customers and social effects. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.