Econometric Models for Marketing Decision Making

营销决策的计量经济学模型

• 批准号: DP140102142
• 负责人: Prof Peter Danaher
• 金额: $ 17.79万
• 依托单位: Monash University
• 依托单位国家: 澳大利亚
• 项目类别: Discovery Projects
• 财政年份: 2014
• 资助国家: 澳大利亚
• 起止时间: 2014-03-01 至 2020-08-31
• 项目状态: 已结题
• 来源: https://dataportal.arc.gov.au/RGS/Web/Grants/DP140102142
• 关键词: Econometric; Models; Marketing; Decision; Making

This project aims to develop methods to more efficiently allocate marketing resources across a range of media, including new media, such as the internet and social media, and compare them with with traditional media such as television and newspapers. To achieve this, the project will develop new methods and econometric models that employ data that capture both exposure to advertising media and downstream purchases at the individual-level. The expected outcome is that Australian companies will make more efficient use of their marketing budget, and better assess how to integrate new and old media into multimedia marketing communication campaigns.

该项目旨在开发更有效地在一系列媒体上分配营销资源的方法，包括互联网和社交媒体等新媒体，并将其与电视和报纸等传统媒体进行比较。为了实现这一目标，该项目将开发新的方法和计量经济学模型，使用数据来捕捉个人层面的广告媒体敞口和下游购买。预期的结果是，澳大利亚公司将更有效地利用他们的营销预算，并更好地评估如何将新旧媒体整合到多媒体营销传播活动中。