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Activity Number: 429
Type: Contributed
Date/Time: Tuesday, August 6, 2013 : 2:00 PM to 3:50 PM
Sponsor: Section on Statistics in Marketing
Abstract - #308433
Title: Fusion and Causal Analysis in the Big Marketing Data Sets
Author(s): Igor Mandel*+
Companies: Telmar, Inc.
Keywords: data fusion ; causality analysis ; Telmar ; Centab

Since so many marketing studies reflect differing aspects of consumer behavior, there is today a critical need for data fusion. But fusion can be challenging, especially when we are talking about fusing thousands of variables. In this article, we present an approach which solves this problem in a highly efficient manner. Another problem is in applying causal types of models (as opposed to traditional statistical ones) for the analysis of complex marketing data. A new, intrinsic probabilities, approach is proposed and compared with others.

Authors who are presenting talks have a * after their name.

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