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 17: Panel data models for evaluating the effectiveness of direct-to-physician pharmaceutical marketing activities

Natalie Mizik and Robert Jacobson

Abstract

We illustrate the application of dynamic panel data methods using the direct-to-physician (DTP) pharmaceutical promotions data described in an article by Mizik and Jacobson (2004). Specifically, we focus on using panel data methods to determine appropriate model specification and to demonstrate how dramatically the estimates of the DTP effectiveness change across various common model (mis)-specifications.

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