Applying Quantitative Marketing Techniques to the Internet
 | Name : Applying Quantitative Marketing Techniques to the Internet File Type : Size : 105 KB |
Applying Quantitative Marketing Techniques to the Internet by Alan L. Montgomery Carnegie Mellon University Graduate School of Industrial Administration 5000 Forbes Ave., Posner Hall 255A Pittsburgh, PA 15213-3890 email: alan.montgomery@cmu.edu July 2000 Copyright © 2000 by Alan Montgomery, All rights reserved Abstract: Quantitative models have proved valuable in predicting consumer behavior in the offline world. These same techniques can be adapted to predict online actions. The use of diffusion models provides a firm foundation to implement and forecast viral marketing strategies. Choice models can predict purchases at online stores and shopbots. Hierarchical Bayesian models provide a framework to implement versioning and price segmentation strategies. Bayesian updating is a natural tool for profiling users with clickstream data. I illustrate these four modeling techniques and discuss their potential for solving Internet marketing problems. Keywords: Choice Models, Clickstream Data, Hierarchical Bayesian Models, Internet Marketing, Versioning, Viral Marketing, World Wide Web The novelty of the Internet has led many to Ebook Relate: models ebook marketing ebook quantitative ebook internet ebook techniques ebook hierarchical bayesian ebook bayesian models ebook clickstream data ebook internet marketing ebook hierarchical bayesian models ebook quantitative marketing techniques ebook |
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