Abstract #300298

The views expressed here are those of the individual authors
and not necessarily those of the ASA or its board, officers, or staff.

Back to main JSM 2002 Program page
JSM 2002 Abstract #300298
Activity Number: 194
Type: Invited
Date/Time: Tuesday, August 13, 2002 : 10:30 AM to 12:20 PM
Sponsor: Section on Statistics and Marketing
Abstract - #300298
Title: A Multivariate Negative Binomial Distribution Model for Internet Reach and Frequency Estimation
Author(s): Peter Danaher*+
Affiliation(s): University of Auckland
Address: Private Bag, 92019, Auckland, , 92019, New Zealand
Keywords: advertising ; NBD ; internet ; Sarmanov
Abstract:

A multivariate media exposure model is developed for estimating exposure to an internet advertising campaign. Rather than adapting models previously used in traditional media, a new model is derived that is tailored to the internet environment. This new model is a multivariate generalization of the negative binomial distribution. For very large internet advertising schedules a simple approximation to the multivariate model is also derived. In a test of over 1000 internet advertising schedules, the two new models are compared with models previously used for internet advertising and are shown to be significantly more accurate.

  • The address information is for the authors that have a + after their name.
  • Authors who are presenting talks have a * after their name.

Back to the full JSM 2002 program

JSM 2002

For information, contact meetings@amstat.org or phone (703) 684-1221.

If you have questions about the Continuing Education program, please contact the Education Department.

Revised March 2002