Econometric Models for Marketing Decision Making

该项目旨在开发更有效地在一系列媒体中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模型，这些方法和模型采用的数据既能捕捉到广告媒体的曝光，也能捕捉到个人层面的下游购买。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老媒体整合到多媒体营销传播活动中。

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.