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Full-Text Articles in Physical Sciences and Mathematics
Rejoinder: Estimation Issues For Copulas Applied To Marketing Data, Peter Danaher, Michael Smith
Rejoinder: Estimation Issues For Copulas Applied To Marketing Data, Peter Danaher, Michael Smith
Michael Stanley Smith
Estimating copula models using Bayesian methods presents some subtle challenges, ranging from specification of the prior to computational tractability. There is also some debate about what is the most appropriate copula to employ from those available. We address these issues here and conclude by discussing further applications of copula models in marketing.
Forecasting Television Ratings, Peter Danaher, Tracey Dagger, Michael Smith
Forecasting Television Ratings, Peter Danaher, Tracey Dagger, Michael Smith
Michael Stanley Smith
Despite the state of flux in media today, television remains the dominant player globally for advertising spend. Since television advertising time is purchased on the basis of projected future ratings, and ad costs have skyrocketed, there is increasing pressure to forecast television ratings accurately. Previous forecasting methods are not generally very reliable and many have not been validated, but more distressingly, none have been tested in today’s multichannel environment. In this study we compare 8 different forecasting models, ranging from a naïve empirical method to a state-of-the-art Bayesian model-averaging method. Our data come from a recent time period, 2004-2008 in …