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Questions tagged [marketing]

For on-topic questions about statistics or machine learning used in marketing or market research.

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1answer
11 views

Mediation - uniqueness of coefficients

My question is general to mediation but perhaps best illustrated with example. I have the following situation from marketing - TV GRPs drives Paid Search clicks, and I suspect both of these ...
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1answer
11 views

Marketing Promotion modelling, effects of a competitor's promotions

I am modelling the impact of a manufacturer's promotions onto it's sales using a regression model. Furthermore, I intend to include the effects of competitor A's promotions onto the manufacturer's ...
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7 views

Marketing Funnel Percentage Calculations

I implement a marketing funnel in python and I have an issue around the topic that I can't solve neither in statistical level. Lets say that we have the funnel A which contains ...
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1answer
16 views

Coding a variable in regression that decays and goes negative and then to zero

In marketing analytics, there is a concept of adstock link that captures through a variable transformation, the decaying impact of an advertising stimulus on demand. Finding the optimal adstock rate ...
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16 views

Attribution Models reset goal after conversion

I'm building an Attribution Models service like Google's Analytics Attribution Models. I already implement the most of the service but there are some questions about reset the goal after conversion ...
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0answers
30 views

Rating Scale Data: MoE vs Chi-Square vs WMW Rank Sum Test

I am working with Likelihood to Recommend metric that's measured on a scale of 1-10. The objective is to test for statistically significant improvement/decline (period over period) in the metric. On a ...
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0answers
25 views

Advice on ML ideas/models for a data set I have [closed]

I have a very large marketing data set (300GB in size) and I am wondering what ML models I can apply to it. The dataset consists of transactional data from supermarkets. The type of data I have is the ...
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0answers
17 views

regression with percentage DV and multiple dummy IV

I am running a market analysis about e-mail responses for my marketing class. I have the following data entries: Observations: 400 different sequences of e-mails where sent to different target ...
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0answers
20 views

Statistics for Market research [duplicate]

I'm looking for some sources in order to learn about Market Research (a statistical approach with R/Python). You know, the kind of things you must know if you wanna work for Nielsen Kantar, etc.
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1answer
37 views

Controlling for categorical variables when generating logistic regression elasticity curve

Assume we have a multiple logistic regression model with 3 continuous independent variables (x1,x2,x3). I understand that if we want to create an elasticity curve for a continuous variable of ...
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0answers
38 views

Test the difference between average value of 2 random variables

I am doing an exercise on marketing analysis to determine the strategy that a brand should follow based on historical weekly data collected from supermarkets that sell the brand (let say brand1) and 4 ...
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0answers
30 views

Dilemma concerning prediction of user satisfaction

Imagine that you have data with information about users : Age, sex, location, etc ... with the answer to two additional questions : Q1 = Have you tried product P ? yes/no ; Q2 = Did you enjoy product ...
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57 views

What to do after calculating the required sample size for a Marketing A-B test

This is potentially the most basic stats question ever, but I have spent so many hours searching throughout the internet and am still stuck and am hopeful to find hints here. What I'll be doing is ...
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27 views

Dealing with independent variables that are distinct based on levels of categorical variable.

Marketing campaign effectiveness example. I am trying to model App installs as a function of the following variables Click through rate Ad Spend - CPM (Display) and CPC (Paid Search) Media Type -...
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28 views

Determining relation between branding spend and sales growth

A company exports a units of product to a distributor in a foreign country. This distributor then sends units to dealers across the country who run shops that sell the product. Until May 2017, ...
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2answers
115 views

CausalImpact: Valid for Single Market [closed]

Is it possible to use the R package CausalImpact (Brodersen et. al, 2015) to estimate the incremental lift of running a local TV ad campaign in Iowa City,IA? We are also running national TV ads across ...
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0answers
29 views

Is there a reference for models used to solve specific business needs?

I've gone through the math and algorithms of various learning techniques such as regression, random forests, svm, etc. The next step is to learn models specific to industries, such as modeling churn ...
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2answers
45 views

Coefficient with a high cor and low p-value in a high R² regression. How to interpret?

first time asking something on cross validated. I'm doing an analysis on the performance of marketing campaigns. I've done a few linear regressions with the dataset trying to explain as much variance ...
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1answer
45 views

How do I measure impact of an intervention of time series without historical data of the same series?

I'm trying to evaluate the impact of an intervention in the most statistically accurate way possible but I'm having a hard time figuring out a way measure incremental growth along with statistical ...
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0answers
59 views

Bass Diffusion Model for Repeated Purchases and Subscriptions

I'm currently trying to use the well-known Bass diffusion model for forecasting the number of customers and purchases for a new product/service. I'm not sure, however, how to deal with the difference ...
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0answers
55 views

Studying the effect of Seasonality and Days of the week in regression

I'm working in a model where I have Visits ~ TV_Impacts there are different variations of this model to be able to study the effect of TV on a website number of ...
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0answers
224 views

Very high P-alive value in pareto/NBD model (BTYD package)

I am working with the pareto/NBD model in the BTYD package, and I am having trouble with a very high P-alive value (0,99+). I have read another thread about the subject, but it didn't help (https://...
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0answers
68 views

What is the practical difference between different significance calculators for A/B tests?

As background information I could say that we are currently studying A/B testing in University digital marketing class. As I have quite little background in statistics I am little bit wondering about ...
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40 views

Calculate the Probability of a call being answered

We do B2B telemarketing and our main goal is to call someone at a time when the person actually answers the call. I have divided 8 to 6 workday into ten one-hour blocks. Some people tend to answer ...
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28 views

I found it's very hard to understand a hypothesis in an advertising repetition's effects study

In the meta analysis study by Schmidt & Eisend (2015) which won the Journal of Advertising Best Article Award, I found a hypothesis very hard to understand. I don't know whether I'm wrong or not......
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1answer
211 views

Rstats: From Discrete choice to Conjoint utilities

I'm having trouble figuring out how to correctly calculate Conjoint Part-worth-utility from a Discrete choice experiment. I have recently run a Pilot study to analyse in R where I used the packages “...
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0answers
82 views

How to choose a ML model when the goal is both reasonable prediction AND inference?

I'm relatively new to machine learning. I have come across the "ML is for prediction not inference” statement but this did not really sink in until my current project, a marketing mix modelling ...
2
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1answer
56 views

Book or paper recommendations in the field of Marketing and Advertising Statistics

I come from a stats background, but am currently working in a marketing/advertising statistics setting. I would like to see how stats is applied to this field so I don't have to reinvent the wheel. I ...
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0answers
48 views

Statistical Significance on Marketing Experiment

Last week our marketing team did an experiment on discount voucher for a specific product. Participants were randomly assigned to experimental group and control group. There are 4 types of voucher ...
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1answer
45 views

Price Analytics - Price range for a product

I have data on weekly, total number of units sold, at what price, any discount, at which store, product details. like below For over 3 years for the Product details across 10 stores. I would like to ...
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1answer
352 views

Application of Pareto/NBD and Pareto/GGG models for customer lifetime value estimates in high churn setting

I have been attempting to estimate customer lifetime value in the context of online classifieds (high churn context) using probabilistic models, chiefly the Pareto/NBD and Pareto/GGG techniques ...
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2answers
572 views

Why isn't the monetary value of the first transaction used in the gamma-gamma spend model?

I've been doing some customer value calculations using the Lifetimes library in python. This library employs the approach found in Fader, Hardie, and Lee's paper on using iso-value curves for customer ...
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0answers
21 views

Is multivariate test basically an ANOVA test? [duplicate]

I always hear marketing folks compare A/B tests to multivariate tests. What is actually a multivariate test? Is it just a multivariate t-test or an one-way ANOVA test? Can someone please give me an ...
2
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1answer
428 views

Why is chi-squared / z-test used for a/b testing in marketing?

I'm fairly new to statistics. After a lot of research on all the different statistical significance tests out there and how to do them, I wonder why the Z test is so common for a/b testing in the ...
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1answer
80 views

What are the knowledge/books needed before learning the Multivariate Data Analysis (Hair et al.)?

Multivariate Data Analysis (Hair et al.) is the most popular book cited in marketing papers. However, I found it hard for me to understand. I have learned basic marketing research in my undergraduate ...
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0answers
26 views

Split testing sending emails: time of day & day of week

My name is Lauren Nickoloff and I work in the marketing department of a small business coaching company. I'm preparing a split test for the purpose of determining which days of the week and which ...
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0answers
59 views

Marketing Spends Optimization

I have a marketing events for online website where i have different events like Sequential -> 1) User from Google (P) 2) User from Youtube (P) 3) User from Facebook (P) 4) User Viewed Product 5) ...
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1answer
28 views

Tracking Conversion Rates

My company just completed a major website redesign and launched it a month ago. We're seeing some changes in daily visitors and new signups from the original website (comparing month over month), and ...
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1answer
65 views

How should I shuffle a sample into multiple choice options?

We have a database of 10.000 products, each of them having 5 important features such as color and price. One of the features is the popularity of the product. I am building an app that quickly wants ...
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1answer
130 views

Interest measure for frequent itemsets in databases of different size

Consider a market basket analysis: Among a certain number of transactions two items sometimes occur together. For simplicity let's assume they always occur together, but not in all transactions. Now ...
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0answers
66 views

References on the misuse of statistics in a business context

I often see statistical abominations in a business context (be it in advertisement, in the way market research is conducted, etc.). I am wondering whether or not the misuse of statistics is a general ...
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2answers
1k views

Multi Channel Attribution Modelling: Using A Simple Probabilistic Model

Please see Chapter 3.2 from this article: http://www.turn.com.akadns.net/sites/default/files/whitepapers/TURN_Tech_WP_Data-driven_Multi-touch_Attribution_Models.pdf Here, a method is described by ...
3
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1answer
26 views

Best approach to predict how far into process a subject will progress?

I have a seven step process that users can complete but can stop at any time - basically a marketing funnel. At each point along the funnel I am collecting more data. I want to be able to predict how ...
2
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1answer
30 views

Methodology for testing segments of an email blast

What's the best test and methodology to use for a scenario for an Email blast wherein I want to measure whether one or another segment group was more likely to Open?
11
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1answer
4k views

Is it possible to understand pareto/nbd model conceptually?

I am learning to use BTYD package that uses Pareto/NBD model to predict when will be a customer is expected to be back. However, all literature on this model is full of mathematics and there does not ...
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0answers
39 views

Bayesian profile-based customer discovery using demographic data

Consider the problem of estimating the probability of a person being interested in becoming a customer of a service or a buyer of a product, and only data about the current customers is available, ...
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0answers
42 views

Quantify an interaction variable in a multiple linear regression?

I have a dataset with the following continous variables (TV views, Email, Online videos, banners, direct mail, search). I have impressions and conversion of impressions to application of all those. ...
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0answers
104 views

Reportable accuracy of Apriori Models

I have a problem formulating a requirement into a statistical learning problem with reportable accuracy and was hoping to tap into your expertise. The supermarket is trying to build a model that ...
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1answer
74 views

Should I use autoregressive integrated moving average (ARIMA) models to forecast Market Size?

I have historical sales data and used ARIMA for volume forecast. For Market Size (Value), can I use ARIMA or any other technique where I can use forecastd volume as Input which I had from ARIMA output?...
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0answers
78 views

Utility partworths from dicrete choice experiments

Is it possible to estimate utility partworths from a discrete choice experiment (DCE)? For example, if you construct a DCE using the R package support.CEs and ...