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Week-5-Slides - Bradlow PDF
Week-5-Slides - Bradlow PDF
WHARTON ONLINE
How do you compute
corporate profits?
As great as this data is, there is more missing than
what is seen.
• When compared to cost, the markets are fairly efficient, i.e.
total integrated impact over time is proportional to cost
Category purchase(s)
Entrance
Checkout
“Excursion”
behavior
Checkout
Path A Path B
Checkout Checkout
Ø Path
A
has
less
TSP-‐deviation
than
Path
B,
based
on
total
travel
distance
Paths with high order deviation tend to be associated with more purchases (no
effect for travel deviation)
30% 30%
26%
Recall
20% Consideration
20% 19% Choice
15%
10% 11%
6%
4%
0%
0 (27%) 1 (17%) 2+ (56%)
Number of eye fixations on brand or price
WHARTON ONLINE Emerging
Data
Sets
In
Marketing
Planned and unplanned purchases
~60%
unplanned
Planned Unplanned
Not
purchased
2.3 108.5
MediaCartTM
Customer Churn
• It is never the golden age, and better data leads to better
science