Analyzing effects of advertising using conditional logistic regression
Kristina BirchCopenhagen Business School
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  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 . We can learn about the exposure effects on the consumers...