Some statistical modeling problems in the advertising industry: A look at media exposure distributions

Peter J. Danaher

doi:10.1080/00031305.1992.10475899

Some statistical modeling problems in the advertising industry: A look at media exposure distributions

Peter J. Danaher

Research output: Contribution to journal › Article › Research › peer-review

14 Citations (Scopus)

Abstract

Advertisers have been estimating the potential audience for their advertising campaigns for over 30 years, with varying degrees of success. When abstracted into random variables, their modeling problems become rather tantalizing for statisticians due to awkward inter- and intramedia correlations. The purpose of this article is to introduce more statisticians to fertile areas of research in the advertising industry.

Original language	English
Pages (from-to)	254-260
Number of pages	7
Journal	The American Statistician
Volume	46
Issue number	4
DOIs	https://doi.org/10.1080/00031305.1992.10475899
Publication status	Published - 1 Jan 1992
Externally published	Yes

Keywords

Beta-binomial
Canonical expansion
Dirichlet-multinomial
Duplication of viewing law
Log-linear model

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10.1080/00031305.1992.10475899

Cite this

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AB - Advertisers have been estimating the potential audience for their advertising campaigns for over 30 years, with varying degrees of success. When abstracted into random variables, their modeling problems become rather tantalizing for statisticians due to awkward inter- and intramedia correlations. The purpose of this article is to introduce more statisticians to fertile areas of research in the advertising industry.

KW - Beta-binomial

KW - Canonical expansion

KW - Dirichlet-multinomial

KW - Duplication of viewing law

KW - Log-linear model

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ER -

Some statistical modeling problems in the advertising industry: A look at media exposure distributions

Abstract

Keywords

Access to Document

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