181 – Economic Modeling of Income, Tax, Growth, and Employment
Fusion and Causal Analysis in Big Marketing Data Sets
Igor Mandel
Telmar, Inc.
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.