Analyzing effects of advertising using conditional logistic regression

Kristina Birch

In this paper, a statistical model is proposed to analyze effects of advertising when observations are single-source data.
  

Analyzing effects of advertising using conditional logistic regression

Kristina BirchCopenhagen Business School

1 INTRODUCTION

Measuring the effectiveness of market activities is crucial when it comes to media planning. Fortunately, pure single-source data as they are defined in Jones [5] have now become available. This gives rise to a broader class of analyzes. Single-source data allow us to analyze the behavior of the individual consumer. For every consumer, it is possible to relate the exposure of a particular brand to the actual purchase, see for example McDonald [6]. We can learn about the exposure effects on the consumers...

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