Marketing response and temporal aggregation

Philip Hans Franses

Journal of Marketing Analytics, 2021, vol. 9, issue 2, No 4, 117 pages

Abstract: Abstract This paper deals with inferring key parameters on marketing response at a true high frequency while data are partly or fully available only at a lower frequency aggregate levels. The familiar Koyck model turns out to be very useful for this purpose. Assuming this model for the high-frequency data makes it possible to infer the high-frequency parameters from modified Koyck type models when lower frequency data are available. This means that inference using the Koyck model is robust to temporal aggregation.

Keywords: Advertising response; Current effect; Carryover effect; Total effect; Temporal aggregation (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1057/s41270-020-00102-7

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