In her recently published book, The Online Customer: New Data Mining and Marketing Approaches, Assistant Professor Catherine Yang details how data mining and marketing approaches can be used to study and solve Web marketing problems. The book uses a vast dataset of Web transactions from the largest online retailers, including Amazon.com. In particular, Yang shows how to integrate and compare statistical methods from marketing and data mining research.
Extending the Akaike Information Criterion for Mixture Regression Models
Journal of the American Statistical Association, 2007
In this paper, Professors Prasad Naik and Chih-Ling Tsai, with co-author Peide Shi from Nuclear Safety Solutions Ltd., examine the problem of jointly selecting the number of components and variables in finite mixture regression models.
Perils of Using OLS to Estimate Multimedia Communications Effects
Journal of Advertising Research, 2007
Companies invest millions of dollars in various forms of marketing communications to impact customers’ awareness, attitudes, purchases, and, ultimately, profitability. An important question for marketers and shareholders alike is: what effects do marketing investments have on market performance?