Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
Chapter 4: Time-series models of short-run and long-run marketing impact
Determining the long-term impact of marketing actions is strategically important, yet more challenging than uncovering short-term results. This chapter describes persistence modeling on time-series data as a promising method for long-term impact detection, especially as longitudinal databases in marketing are becoming more prevalent. We provide a brief technical introduction to each step in persistence modeling, along with a set of illustrative marketing studies that have used such models. Next, we summarize various marketing insights that have been derived from the use of persistence models in marketing.
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