Applying Quantitative Marketing Techniques to the Internet

Topics:
Business Models,
Internet Advertising,
Positioning and Segmentation
Tags:
Alan Montgomery,
Bayesian,
Internet,
Marketing,
Marketing Research,
Model
Source:
Alan Montgomery

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Overview: 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 shop bots. Hierarchical Bayesian models provide a framework to implement versioning and price segmentation strategies. Bayesian updating is a natural tool for profiling users with click stream data.

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Format: PDF | Size: 105KB | Date: Jul 2000 | Pages: 32

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