Modeling intra-seasonal heterogeneity in hourly advertising-response models: Do forecasts improve?

Meltem Kiygi-Calli, Marcel Weverbergh and Philip Hans Franses

International Journal of Forecasting, 2017, vol. 33, issue 1, 90-101

Abstract: We examine the situation in which hourly data are available for designing advertising-response models, whereas managerial decision-making can concern hourly, daily or weekly intervals. A key notion is that models for higher frequency data require the intra-seasonal heterogeneity to be addressed, while models for lower frequency data are much simpler. We use three large, actual real-life datasets to analyze the relevance of these additional efforts for managerial interpretation and for the out-of-sample forecast accuracy at various frequencies.

Keywords: Advertising effectiveness; Advertising response; Aggregation; Normative and predictive validity (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:intfor:v:33:y:2017:i:1:p:90-101

DOI: 10.1016/j.ijforecast.2016.06.005

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