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A Direct Approach to Data Fusion

50 Pages Posted: 24 May 2004  

Zvi Gilula

Hebrew University of Jerusalem - Department of Statistics; University of Chicago - Booth School of Business

Robert E. McCulloch

University of Chicago - Booth School of Business

Peter E. Rossi

University of California, Los Angeles (UCLA) - Anderson School of Management

Date Written: May 2004

Abstract

The generic data fusion problem is to make inferences about the joint distribution of two sets of variables without any direct observations of the joint distribution. Instead, information is only available about each set separately along with some other set of common variables. The standard approach to data fusion creates a fused data set with the variables of interest and the common variables. Our approach directly estimates the joint distribution of just the variables of interest. For the case of either discrete or continuous variables, our approach yields a solution that can be implemented with standard statistical models and software. In typical marketing applications, the common variables are psycho-graphic or demographic variables and the variables to be fused involve media viewing and product purchase. For this example, our approach will directly estimate the joint distribution of media viewing and product purchase without including the common variables. This is the object required for marketing decisions. In marketing applications, fusion of discrete variables is required. We develop a method for relaxing the assumption of conditional independence for this case. We illustrate our approach with product purchase and media viewing data from a large survey of British consumers.

Keywords: Data fusion, predictive distributions, Bayesian analysis, media planning and buying

JEL Classification: C1, C8, M3

Suggested Citation

Gilula, Zvi and McCulloch, Robert E. and Rossi , Peter E., A Direct Approach to Data Fusion (May 2004). Available at SSRN: https://ssrn.com/abstract=549263 or http://dx.doi.org/10.2139/ssrn.549263

Zvi Gilula

Hebrew University of Jerusalem - Department of Statistics ( email )

Mount Scopus
Jerusalem, 91904
Israel
02-588-33306 (Phone)

University of Chicago - Booth School of Business ( email )

5807 S. Woodlawn Avenue
Chicago, IL 60637
United States
773-702-0740 (Phone)
773-702-0458 (Fax)

Robert E. McCulloch

University of Chicago - Booth School of Business ( email )

5807 S. Woodlawn Avenue
Chicago, IL 60637
United States

Peter E. Rossi (Contact Author)

University of California, Los Angeles (UCLA) - Anderson School of Management ( email )

110 Westwood Plaza
Los Angeles, CA 90095-1481
United States
773-294-8616 (Phone)

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