Measuring multichannel advertising response
Daniel Zantedeschi, Eleanor McDonnell Feit, Eric T. Bradlow
| Year of publication: |
August 2017
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|---|---|
| Authors: | Zantedeschi, Daniel ; Feit, Elea McDonnell ; Bradlow, Eric T. |
| Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0025-1909, ZDB-ID 206345-1. - Vol. 63.2017, 8, p. 2706-2728
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| Subject: | advertising response | media mix | multichannel | randomized holdouts | dynamic linear model | Tobit model | hierarchical Bayes | single-source data | Werbewirkung | Advertising effects | Tobit-Modell | Bayes-Statistik | Bayesian inference | Werbung | Advertising | Vertriebsweg | Distribution channel | Konsumentenverhalten | Consumer behaviour | Schätztheorie | Estimation theory | Marktforschung | Market research |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mnsc.2016.2451 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011741415