TY  - ADVS
AU  - Otter,Thomas
TI  - Marketing mix modeling
T2  - Bayesian analysis in marketing : a breakthrough in customer analytics
PY  - 2010///
CY  - London
PB  - Henry Stewart Talks
KW  - Bayesian statistical decision theory
KW  - Marketing research
N1  - Animated audio-visual presentation with synchronized narration; Title from title frames; Contents: The role of managers -- What about standard tools? -- Simple example -- More realistic example -- Simulation study -- gains from reallocation -- Modeling challenges -- Modeling strategy -- Estimation strategy -- Testing for the supply-side model -- Non-informative versus flat priors -- Predictive test -- Application -- Analysis; Access restricted to subscribers
UR  - http://hstalks.com/lib.php?t=HST99.2321&c=250
UR  - http://hstalks.com/lib.php?t=HST99&c=250
ER  -