Realtimeeval

This document proposes a methodology for real-time evaluation of email marketing campaigns using a split-hazard model. The model uses a concept called "virtual time" to account for variations in customer responses throughout the day. The model is tested on data from 25 email campaigns sent by an entertainment company. The results show the model can produce accurate predictions of campaign performance within 90 minutes, much faster than traditional methods requiring 14 hours. The fast evaluation allows timely decisions on improving underperforming campaigns or cancelling those that do not meet response thresholds.