USING BIG DATA TO MODEL TIME-VARYING EFFECTS FOR MARKETING RESOURCE (RE)ALLOCATION

MIS Quarterly: Management Information Systems

Volumn 40, Issue 4, 2016, Pages 911-939

  Saboo, Alok R ^a   Kumar, V ^a   Park, Insu ^a  

^a GEORGIA STATE UNIVERSITY   (United States)

Author keywords

big data; direct marketing; dynamic marketing resource allocation; dynamic models; marketing mix effectiveness; time series models; Time varying effect model; TVEM

Indexed keywords

COMMERCE; DATA ANALYTICS; DECISION MAKING; LIFE CYCLE; POPULATION STATISTICS; RESOURCE ALLOCATION; SALES;

DIRECT MARKETING; DYNAMIC MARKETING RESOURCE ALLOCATION; DYNAMICS MODELS; EFFECT MODEL; MARKETING MIX; MARKETING RESOURCE ALLOCATIONS; MARKETING-MIX EFFECTIVENESS; TIME-VARYING EFFECT MODEL; TIME-VARYING EFFECTS; TIMES SERIES MODELS;

BIG DATA;

EID: 85013370412     PISSN: 02767783     EISSN: 21629730     Source Type: Journal    
DOI: 10.25300/MISQ/2016/40.4.06     Document Type: Article

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