Abstract Details
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Activity Number:
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576
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Type:
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Invited
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Date/Time:
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Wednesday, August 7, 2013 : 2:00 PM to 3:50 PM
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Sponsor:
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Section on Statistics in Marketing
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| Abstract - #307260 |
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Title:
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Incremental Reach Estimation: A Data-Enrichment Method
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Author(s):
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Minghui Shi*+ and Aiyou Chen
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Companies:
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Google Inc. and Google Inc.
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Keywords:
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data enrichment ;
cross-media panel ;
incremental reach
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Abstract:
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There is increase interest in measuring the overlap and/or incremental reach of cross-media campaigns. The direct method is to use a cross-media panel but these are expensive to scale across all media. An alternative is to combine information from a small cross-media panel with a larger, cheaper but potentially biased single media panel. We proposed a data enrichment method which combines panel information by modeling the bias between the panels to improve the estimation of incremental reach.
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Authors who are presenting talks have a * after their name.
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