New methods for analysing marketing databases in the age of digital media

Project: Research

Project Details

Project Description

We aim to develop new statistical models to analyse large datasets that are emerging from digital media and customer transactions. the methodology will accommodate many variables simultaneously, rathn than focus on one or two at a time. Big efficiencies can be gained from such multivariate analyses of integrated customer databases or multi-media audience data. We aim to show this by using the approach to assess relative advertising effectiveness across different media channels, to determine optimal internet media selection and to model internet business processes, communicate with their customers and develop new business opportunities
Effective start/end date1/01/1031/12/12


  • Australian Research Council (ARC): A$130,000.00