Econometric Models for Marketing Decision Making

We aim 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, we propose to 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.