Handbook of Marketing Analytics
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Handbook of Marketing Analytics

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Edited by Natalie Mizik and Dominique M. Hanssens

Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
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Chapter 4: Time-series models of short-run and long-run marketing impact

Marnik G. Dekimpe and Dominique M. Hanssens


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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