JSM Preliminary Online Program
This is the preliminary program for the 2009 Joint Statistical Meetings in Washington, DC.

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Activity Number: 190
Type: Invited
Date/Time: Monday, August 3, 2009 : 2:00 PM to 3:50 PM
Sponsor: Section on Statistics and Marketing
Abstract - #302847
Title: Understanding ESPN Across Media
Author(s): Glenn B. Enoch*+
Companies: ESPN, Inc.
Address: 1500 Broadway, New York, NY, 10036,
Keywords: cross-media ; data integration ; segmentation ; measurement
Abstract:

ESPN is a cross media brand, covering TV, mobile, internet, print and radio. Media research data about each of these sources of revenue are collected separately, making it difficult to pool information across business lines. In addition, unobserved heterogeneity across customers, in terms of usage patterns and product preferences, complicates advertising targeting activities. We discuss many of the statistical issues underlying the analysis of a cross-media brand, and propose some solutions for analyzing these complex data structures.

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