Estimating Heterogeneous EBA and Economic Screening Rule Choice Models
Marketing Science
Optimizing the Marketing Interventions Mix in Intermediate-Term CRM
Marketing Science
Prediction in Marketing Using the Support Vector Machine
Marketing Science
Estimating Heterogeneous EBA and Economic Screening Rule Choice Models
Marketing Science
An empirical analysis of sponsored search performance in search engine advertising
WSDM '08 Proceedings of the 2008 International Conference on Web Search and Data Mining
Analyzing search engine advertising: firm behavior and cross-selling in electronic markets
Proceedings of the 17th international conference on World Wide Web
Comparing performance metrics in organic search with sponsored search advertising
Proceedings of the 2nd International Workshop on Data Mining and Audience Intelligence for Advertising
Telecommunications Policy
Cross-National Logo Evaluation Analysis: An Individual-Level Approach
Marketing Science
The Silver Lining Effect: Formal Analysis and Experiments
Management Science
Structural Estimation of the Effect of Out-of-Stocks
Management Science
Bayesian variable selection for binary response models and direct marketing forecasting
Expert Systems with Applications: An International Journal
Structural Workshop Paper---Data Selection and Procurement
Marketing Science
Using online search data to forecast new product sales
Decision Support Systems
Measuring Consumer Preferences Using Conjoint Poker
Marketing Science
Expert Systems with Applications: An International Journal
Optimal customer selection for cross-selling of financial services products
Expert Systems with Applications: An International Journal
Drug prescription behavior and decision support systems
Decision Support Systems
Electronic Commerce Research and Applications
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Bayesian methods have become widespread in marketing literature. We review the essence of the Bayesian approach and explain why it is particularly useful for marketing problems. While the appeal of the Bayesian approach has long been noted by researchers, recent developments in computational methods and expanded availability of detailed marketplace data has fueled the growth in application of Bayesian methods in marketing. We emphasize the modularity and flexibility of modern Bayesian approaches. The usefulness of Bayesian methods in situations in which there is limited information about a large number of units or where the information comes from different sources is noted. We include an extensive discussion of open issues and directions for future research.