Marketing response and temporal aggregation

Philip Hans Franses

doi:10.1057/s41270-020-00102-7

2021-02-08

Philip Hans Franses *

DOI：10.1057/s41270-020-00102-7

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摘要

En 中文

This paper deals with inferring key parameters on marketing response at a true high frequency while data are partly or fully available only at a lower frequency aggregate levels. The familiar Koyck model turns out to be very useful for this purpose. Assuming this model for the high-frequency data makes it possible to infer the high-frequency parameters from modified Koyck type models when lower frequency data are available. This means that inference using the Koyck model is robust to temporal aggregation.

Keyword:

Advertising response

Current effect

Carryover effect

Total effect

Temporal aggregation

期刊

Journal of Marketing Analytics

IF:

3.5

论文数:

385

被引数:

1.2K

机构

Erasmus University Rotterdam

学者数:

4.6W

论文数: 4.0W

被引数: 2.4W

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