Daniel Zantedeschi

The Ohio State University

Assistant Professor

500 Fisher Hall

2100 Neil Avenue

Columbus, OH 43210

United States

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Scholarly Papers (1)

1.

Measuring Multi-Channel Advertising Response

Posted: 26 Jan 2016
Daniel Zantedeschi, Elea McDonnell Feit and Eric Bradlow
The Ohio State University, Drexel University - Department of Marketing and University of Pennsylvania - Marketing Department

Abstract:

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advertising response, media mix, multi-channel, randomized holdouts, dynamic linear model, tobit model, hierarchical Bayes, single-source data