Modeling Large Data Sets in Marketing

Statistica Neerlandica (1998) Vol. 52, nr. 3, p. 303

22 Pages Posted: 15 Feb 2014

See all articles by Sridhar Balasubramanian

Sridhar Balasubramanian

University of North Carolina Kenan-Flagler Business School

Sunil Gupta

Harvard Business School

Wagner A. Kamakura

Rice University

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business

Date Written: 1998

Abstract

In the last two decades, marketing databases have grown significantly in terms of size and richness of available information. The analysis of these databases raises several information-related and statistical issues. We aim at providing an overview of a selection of issues related to the analysis of large data sets. We focus on the two important areas: single source databases and customer transaction databases. We discuss models that have been used to describe customer behavior in these fields. Among the issues discussed are the development of parsimonious models, estimation methods, aggregation of data, data-fusion and the optimization of customer-level profit functions. We conclude that problems related to the analysis of large databases are far from resolved, and will stimulate new research avenues in the near future.

Keywords: response models, single source data, customer transaction data

Suggested Citation

Balasubramanian, Sridhar and Gupta, Sunil and Kamakura, Wagner A. and Wedel, Michel, Modeling Large Data Sets in Marketing (1998). Statistica Neerlandica (1998) Vol. 52, nr. 3, p. 303. Available at SSRN: https://ssrn.com/abstract=2395481

Sridhar Balasubramanian (Contact Author)

University of North Carolina Kenan-Flagler Business School ( email )

Chapel Hill, NC 27599
United States
919-962-3194 (Phone)
919-962-7186 (Fax)

Sunil Gupta

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Wagner A. Kamakura

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department ( email )

College Park, MD 20742
United States
301.405.2162 (Phone)
301.405.0146 (Fax)

HOME PAGE: http://www.rhsmith.umd.edu/marketing/faculty/wedel.html

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

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