Marketing mix modeling [electronic resource] / Thomas Otter.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Bayesian analysis in marketing: Publisher: London : Henry Stewart Talks, 2010Description: 1 online resource (1 streaming video file (36 min.) : color, sound)Subject(s): Bayesian statistical decision theory | Marketing researchOnline resources: Click here to access online | Series 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.
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Mode of access: World Wide Web.