Using Big Data to model time-varying effects for marketing resource (re)allocation
Alok R. Saboo, V. Kumar, and Insu Park
| Year of publication: |
December 2016
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|---|---|
| Authors: | Saboo, Alok R. ; Kumar, V. ; Park, Insu |
| Published in: |
Management information systems : mis quarterly. - Minneapolis, MN : Carlson School of Management, University of Minnesota, ISSN 0276-7783, ZDB-ID 405089-7. - Vol. 40.2016, 4, p. 911-939
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| Subject: | Time-varying effect model | TVEM | big data | dynamic marketing resource allocation | time series models | dynamic models | marketing-mix effectiveness | direct marketing | Big Data | Big data | Marketingmanagement | Marketing management | Direktmarketing | Direct marketing | Zeitreihenanalyse | Time series analysis | Allokation | Allocation | Theorie | Theory |