Exploring the Relationship Between Online Search and Offline Sales for Better "Nowcasting"

• Main Authors: CHANDUKALA, Sandeep R., DOTSON, Jeffrey P., LIU, Qing, CONRADY, Stephan
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2014
• 主題: Bayesian estimation; Online search; Nowcasting; Marketing mix modeling; Advertising and Promotion Management; E-Commerce; Marketing
• 在線閱讀: https://ink.library.smu.edu.sg/lkcsb_research/4800; https://ink.library.smu.edu.sg/context/lkcsb_research/article/5799/viewcontent/ExploringOnlineSearchOfflineSalesNowcasting_2014.pdf

Although the conditions that motivate individuals to buy, sell, search, and post on the Internet are diverse, the information generated as a byproduct of these activities has the potential to help marketers develop a better understanding of consumer and firm behavior. In this paper, we utilize onlin...