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Marketing response and temporal aggregation
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DOI：10.1057/s41270-020-00102-7.png)
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Abstract
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.
Keywords:
Advertising response
Current effect
Carryover effect
Total effect
Temporal aggregation
Journal
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3.5
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385
Citations:
1.2K