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Inferring Competitive Measures Using Augmented Site-Centric Data
Eric Zheng University of Texas at Dallas Peter Fader University of Pennsylvania - Marketing Department Balaji Padmanabhan University of South Florida - College of Business Administration January 6, 2009 Abstract: We motivate, develop, and demonstrate a method that enables firms to infer key measures about customer activities taking place with competing firms, without requiring detailed cross-firm data. Instead, our method derives these competitive measures from simple site-centric data that are commonly available to most firms, augmented with aggregate data summaries that are routinely obtainable from syndicated data providers. Based on data provided by comScore Networks we show empirically that our method performs well in inferring two key diagnostic competitive measures – the market share and the share of wallet – for various online retailers and discuss the implications of our results.
Keywords: competitive measures, market share, share-of-wallet, information sharing, online browsing, stochastic models, NBD/Dirichlet JEL Classifications: C25, C5, C61 Working Paper SeriesDate posted: January 08, 2009 ; Last revised: August 10, 2009Suggested CitationContact Information
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