Modeling Page Views Across Multiple Websites with an Application to Internet Reach and Frequency Prediction

References

• Anscombe F. J. Sampling theory of the negative binomial and logarithmic distributions. Biometrika (1950) 37(3/4):358–382Crossref, Google Scholar
• Bhat S., Bevans M., Sengupta S. Measuring users’ Web activity to evaluate and enhance advertising effectiveness. J. Advertising (2002) 31(3, Fall):97–106Crossref, Google Scholar
• Cannon H. M. Addressing new media with conventional media planning. J. Interactive Advertising (2001) 1(2). http://jiad.org/vol1/no2/cannon/index.htmlCrossref, Google Scholar
• Chandler-Pepelnjak J. Forecasting reach, frequency and GRPs on the Internet. (2004) . Atlas Digital Marketing Technologies, www.atlasdmt.comGoogle Scholar
• Chandon J.-L. J.A Comparative Study of Media Exposure Models (1986) (Garland, New York) Google Scholar
• Chintagunta P. K., Haldar S. Investigating purchase timing behavior in two related product categories. J. Marketing Res. (1998) 35(February):43–53Crossref, Google Scholar
• Coffey S. Internet audience measurement: A practitioner’s view. J. Interactive Advertising (2001) 1(2). http://jiad.org/vol1/no2/coffey/index.htmlGoogle Scholar
• Danaher P. J. A log-linear model for predicting magazine audiences. J. Marketing Res. (1988) 25(4, November):356–362Crossref, Google Scholar
• Danaher P. J. An approximate log-linear model for predicting magazine audiences. J. Marketing Res. (1989) 26(4, November):473–479Crossref, Google Scholar
• Danaher P. J. A canonical expansion model for multivariate media exposure distributions: A generalization of the duplication of viewing law. J. Marketing Res. (1991) 28(3, August):361–367Crossref, Google Scholar
• Danaher P. J. Some statistical modeling problems in the advertising industry: A look at media exposure distributions. Amer. Statistician (1992) 46(4):254–260Crossref, Google Scholar
• Ehrenberg A. S. C.Repeat Buying: Facts, Theory and Applications (1988) 2nd ed.(Charles Griffin and Company Limited, London) Google Scholar
• Ehrenberg A. S. C., Wakshlag J. Repeat-viewing with people-meters. J. Advertising Res. (1987) February):9–13Google Scholar
• Gal-Or E., Gal-Or M. Customized advertising via a common media distributor. Marketing Sci. (2005) 24(2, Spring):241–253Link, Google Scholar
• Goodhardt G. J., Ehrenberg A. S. C., Chatfield C. The Dirichlet: A comprehensive model of buying behavior. J. Roy. Statist. Soc. A (1984) 147(5):621–655Crossref, Google Scholar
• Huang C.-Y., Lin C.-S. Modeling the audience’s banner ad exposure for Internet advertising planning. J. Advertising (2006) 35(2):23–37Crossref, Google Scholar
• IAB IAB/PwC release full year 2005 Internet ad revenue figures. (2006) . http://www.iab.net/news/pr_2006_04_20.asp (April 20, 2006)Google Scholar
• Iyer G., Soberman D., Villas-Boas J. M. The targeting of advertising. Marketing Sci. (2005) 24(3, Summer):461–476Link, Google Scholar
• Katz H.The Media Handbook: A Complete Guide to Advertising, Media Selection, Planning, Research and Buying (2003) 2nd ed.(Lawrence Erlbaum Associates, Inc., Mahwah, NJ) Google Scholar
• Krugman D. M., Rust R. T. The impact of cable and VCR penetration on network viewing: Assessing the decade. J. Advertising Res. (1993) 33(January):67–73Google Scholar
• Leckenby J. D., Hong J. Using reach/frequency for Web media planning. J. Advertising Res. (1998) 38(January):7–20Google Scholar
• Leckenby J. D., Kishi S. How media directors view reach/frequency estimation. J. Advertising Res. (1982) 22(June):64–69Google Scholar
• Leckenby J. D., Kishi S. The Dirichlet-multinomial distribution as a magazine exposure model. J. Marketing Res. (1984) 21:100–106Crossref, Google Scholar
• Lee M.-L. T. Properties and applications of the Sarmanov family of bivariate distributions. Comm. Statist.: Theory Methods (1996) 25(6):1207–1222Crossref, Google Scholar
• Li S., Liechty J. C., Montgomery A. L. Modeling category viewership of Web users with multivariate count models. (2002) . Working Paper 2003-E25, Carnegie Mellon Graduate School of Industrial Administration, Pittsburgh, PAGoogle Scholar
• Lilien G. L., Kotler P., Moorthy K. S.Marketing Models (1992) (Prentice Hall, Englewood Cliffs, NJ) Google Scholar
• Little J. D. C., Lodish L. M. A media planning calculus. Oper. Res. (1969) 17(1):1–35Link, Google Scholar
• Meskauskas J. Reach and frequency—Back in the spotlight. (2003) . iMedia Connection, www.imediaconnection.com (November 5)Google Scholar
• Metheringham R. A. Measuring the net cumulative coverage of a print campaign. J. Advertising Res. (1964) 4(December):23–28Google Scholar
• Moe W. W., Fader P. S. Capturing evolving visit behavior in clickstream data. J. Interactive Marketing (2004a) 18(1):5–19Crossref, Google Scholar
• Moe W. W., Fader P. S. Dynamic conversion behavior at e-commerce sites. Management Sci. (2004b) 50(3):326–335Link, Google Scholar
• Morrison D. G. Purchase intentions and purchasing behavior. J. Marketing (1979) 43(Spring):65–74Crossref, Google Scholar
• Morrison D. G., Schmittlein D. C. Generalizing the NBD model for customer purchases: What are the implications and is it worth the effort? J. Bus. Econom. Statist. (1988) 6(2, April):145–159Google Scholar
• Park Y.-H., Fader P. S. Modeling browsing behavior at multiple websites. Marketing Sci. (2004) 23(3, Summer):280–303Link, Google Scholar
• Rust R. T.Advertising Media Models: A Practical Guide (1986) (Lexington Books, Lexington, MA) Google Scholar
• Rust R. T., Klompmaker J. E. Improving the estimation procedure for the beta binomial TV exposure model. J. Marketing Res. (1981) 18(November):442–448Crossref, Google Scholar
• Rust R. T., Leone R. P. The mixed-media Dirichlet-multinomial distribution: A model for evaluating television-magazine advertising schedules. J. Marketing Res. (1984) 21(February):89–99Crossref, Google Scholar
• Sabavala D. J., Morrison D. G. A model of TV show loyalty. J. Advertising Res. (1977) 17(6):35–43Google Scholar
• Sarmanov O. V. Generalized normal correlations and two-dimensional Frechet classes. Doklady (Soviet Math.) (1966) 168:596–599Google Scholar
• Savage S. J., Waldman D. M. United States demand for Internet access. Rev. Network Econom. (2004) 3(3, September):228–246Google Scholar
• Smith D. L. Online reach and frequency: An update. (2003) . http://www.mediasmithinc.com/white/msn/msn042003.html (April)Google Scholar
• Wood L. Internet ad buys—What reach and frequency do they deliver? J. Advertising Res. (1998) 38(January):21–28Google Scholar