Fusing Aggregate and Disaggregate Data with an Application to Multiplatform Media Consumption
Fusing Aggregate and Disaggregate Data with an Application to Multiplatform Media Consumption
复制标题
将聚合和分解数据与多平台媒体消费应用程序融合
DOI：
10.1509/jmr.11.0431
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发表时间：
2013
影响因子：
6.1
通讯作者：
P. Fader
中科院分区：
文献类型：
--
作者：
E. M. Feit;Pengyuan Wang;Eric T. Bradlow;P. Fader
随着公司从更广泛的“接触点”收集更多有关客户的数据，出现了一系列新的方法论挑战。公司经常从不同聚合级别的不同平台收集数据，但尚不清楚如何合并这些数据源以得出有关客户级别行为模式的有意义的推论。在本文中，作者提供了一种方法，公司可以根据现成的数据来使用该方法来衡量和监控多平台媒体的使用情况。该方法的关键创新是贝叶斯数据融合方法，该方法使研究人员能够将个人级别的使用数据（大多数数字平台均可轻松获得）与随时间推移的使用情况汇总数据（通常可用于传统平台）结合起来。这种方法使作者能够将平台之间的日内相关性（即，一个平台在某一天与另一个平台的使用情况）与用户之间的长期相关性（即，随着时间的推移，多个平台的重度/轻度使用）分开。作者最后讨论了如何将这种方法应用于各种数据已易于获得的营销环境中，例如衡量在线购买行为和实体购买行为之间的相互作用。
As firms collect greater amounts of data about their customers from an ever broader set of “touchpoints,” a new set of methodological challenges arises. Companies often collect data from these various platforms at differing levels of aggregation, and it is not clear how to merge these data sources to draw meaningful inferences about customer-level behavior patterns. In this article, the authors provide a method that firms can use, based on readily available data, to gauge and monitor multiplatform media usage. The key innovation in the method is a Bayesian data-fusion approach that enables researchers to combine individual-level usage data (readily available for most digital platforms) with aggregated data on usage over time (typically available for traditional platforms). This method enables the authors to disentangle the intraday correlations between platforms (i.e., the usage of one platform vs. another on a given day) from longer-term correlations across users (i.e., heavy/light usage of multiple platforms over time). The authors conclude with a discussion of how this method can be used in a variety of marketing contexts for which data have become readily available, such as gauging the interplay between online and brick-and-mortar purchasing behavior.
影响因子：
6.1
作者：
BERRY, S;LEVINSOHN, J;PAKES, A
通讯作者：
PAKES, A