Analyzing effects of advertising using conditional logistic regression

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


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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