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| Author: | Montgomery, A.L. |
| Title: | Applying quantitative marketing techniques to the Internet |
| Journal: | Interfaces
2001 : MAR-APR, VOL. 31:2, p. 90-108 |
| Index terms: | BAYESIAN STATISTICS CONSUMER BEHAVIOUR ELECTRONIC COMMERCE INTERNET MARKETING QUANTITATIVE TECHNIQUES |
| Language: | eng |
| 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 shobots. Hierarchical Bayesian models provide a framework for implementing versioning and price-segmentation strategies. |
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