Fusing aggregate and disaggregate data with an application to multiplatform media consumption (original) (raw)
Journal of Advertising Research, 2013
cross-media campaigns are becoming a norm, yet there is a lack of knowledge on how they impact sales. this paper documents the sales response to cross-media campaigns and finds that, when online advertising is added to a television campaign, the extra reach achieved is primarily duplicated. Regularly a single television exposure stimulates sales among those exposed, with online advertising demonstrating a similar yet less consistent response. We do not find evidence of a synergy in sales impact, where the sum effect of exposure to both television and online is greater than the parts. We highlight challenges with such single-source research.
Bayesian two-part multilevel model for longitudinal media use data
Journal of Marketing Analytics, 2022
Multilevel models are effective marketing analytic tools that can test for consumer differences in longitudinal data. A twopart multilevel model is a special case of a multilevel model developed for semi-continuous data, such as data that include a combination of zeros and continuous values. For repeated measures of media use data, a two-part multilevel model informs market research about consumer-specific likeliness to use media, level of use across time, and variation in use over time. These models are typically estimated using maximum likelihood. There are, however, tremendous advantages to using a Bayesian framework, including the ease at which the analyst can take into account information learned from previous investigations. This paper develops a Bayesian approach to estimating a two-part multilevel model and illustrates its use by applying the model to daily diary measures of television use in a large US sample.
Measuring Media Use Across Platforms: Evolving Audience Information Systems
International Journal on Media Management, 2012
Audience measurement worldwide is responding to the need to measure media consumption across platforms. One approach being employed by the industry is “single source” audience information systems that measure usage across media and purchase behavior from the same set of respondents. This study evaluates the readiness of such systems to meet the current challenges in measuring audiences by analyzing single source systems from five diverse media markets. The analysis reveals that these systems capture dimensions of audience behavior other than exposure, an enhancement over traditional audience information systems. However their usage in the marketplace suggests that single source data complement existing mono media systems than serve as alternate currencies.
JSM 2013- Section on Statistics in Marketing
2014
Fusion and causal analysis in big marketing data sets Since so many marketing studies reflect differing aspects of consumer behavior, there is today a critical need for data fusion. But fusion can be challenging, especially when we are talking about fusing thousands of variables. In this article, we present an approach which solves this problem in a highly efficient manner. Another problem is in applying causal types of models (as opposed to traditional statistical ones) for the analysis of complex marketing data. A new, intrinsic probabilities, approach is proposed and compared with others. 1. Fusion in big data sets The purpose of ascription (fusion) is to merge information of two datasets into one, in a such a way, that external criteria are satisfied. Let assume we have two data sets: A, the source of information to be ascribed (source) and B (hub), with different numbers of respondents.. They both have the same subset of common binary (usually demographic) variables X. Data set...
New trends in marketing mix strategies for digital consumer behaviour
New Trends and Issues Proceedings on Humanities and Social Sciences, 2018
The marketing mix is the first step in establishing a lasting relationship between the company's offer and the final consumer. From the product to the price meeting the needs and allows the consumer to buy, the placement and the promotion have received increasing importance. Also, when we think of an online environment where the consumer can be found, smartphones-consumer mobile journey, online TV advertising on Netflix and YouTube a.s.o. This paper aims to identify the element of the marketing mix with the highest impact on the final consumer buying decisions. For this, we have conducted a quantitative research on a sample of 100 respondents. The results show that the elements of the marketing mix passed through major changes because of the digital revolution and the unavoidable appearance of many situational factors that led to a significant variation of the consumer behaviours and changing the consumers' mindset and their personal system of values.
This study examines the synergy effect of digital video advertising through television, mobile TV, and the Internet on general outcomes of advertising effectiveness. In a 3 (paired media conditions for ad repetition) × 2 (product involvement) mixed factorial design, we examined empirical outcomes of the cross-media synergy effect. The results show that participants exposed to repetitive ads on paired media of television, Internet, and mobile TV have greater perceived message credibility, ad credibility, and brand credibility than counterparts exposed to repetitive ads from a single medium. The multiple-media repetition also generated more positive cognitive responses, attitude toward the brand, and higher purchase intention than the single-medium repetition. Finally, the cross-platform synergy effect remained robust for different levels of product involvement.
International Journal of Innovation in the Digital Economy, 2014
Technological advances and the speed with which new technologies are being embraced by organizations, along with the rising power of the consumers and their ability to get what they want, when they want it, from whomever they want, have opened up new challenges for customer relationship management and marketing. Thus the need for understanding the digital world and its application becomes one of the greatest competitive aspects for a business's survival. The exhortation of globalization holds no meaning without the concept of what is being termed as ‘Digitization'. Blackberry has started a long and hard climb to regain its lost glory. Supporting its product improvement and repositioning strategies are a set of well-defined digital marketing strategies. This manuscript explores the dynamics of Inside Blackberry-an online endeavour of Blackberry to trace the E-Marketing objectives of the Blog and its ability to leverage the behavioral internet theory for online branding, build...
INTERNATIONAL JOURNAL OF BUSINESS RESEARCH, 2012
It is generally recognized that a greater understanding of customers can enhance customer satisfaction and business performance. This article seeks to broaden this understanding by analyzing cross-platform and multichannel customer behavior during various stages of the customer purchase journey. Several ‘shopper archetypes’ are identified and profiled. These ‘shopper archetypes’ exist depending on interaction patterns across channel options available and differ according to their socio-/demographic and lifestyle characteristics as well as to their sociological and psychological dimensions. By understanding this customer purchase journey suppliers are able to use valuable marketing and managerial resources in a better way, improve this journey and deliver unique experiences to different customer segments, therefore ensuring customer satisfaction and loyalty and driving sales.