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An empirical test to forecast the sales rank of a keyword advertisement using a hierarchical Bayes model.(Report)

Kim, Cookhwan ; Park, Sungsik ; Kwon, Kwiseok ; Chang, Woojin

Expert Systems With Applications, Dec 1, 2012, Vol.39(17), p.12727(16) [Periódico revisado por pares]

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  • Título:
    An empirical test to forecast the sales rank of a keyword advertisement using a hierarchical Bayes model.(Report)
  • Autor: Kim, Cookhwan ; Park, Sungsik ; Kwon, Kwiseok ; Chang, Woojin
  • Assuntos: E-commerce -- Rankings ; Advertising
  • É parte de: Expert Systems With Applications, Dec 1, 2012, Vol.39(17), p.12727(16)
  • Descrição: To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.eswa.2012.01.175 Byline: Cookhwan Kim (a), Sungsik Park (a), Kwiseok Kwon (b), Woojin Chang (a) Keywords: Online marketplace; Online advertising; Advertising effect model; Impression; Sales rank; Hierarchical Bayes model Abstract: a* Sales quantity of a product in an online marketplace strongly depends upon its previous sales rank. a* It would be more accurate to adopt the sales rank as a dependent variable instead of sales itself. a* Multi-level hierarchical Bayesian models incorporating with heterogeneous product characteristics might perform better off. Author Affiliation: (a) Department of Industrial Engineering, Seoul National University, 599, Kwanak Street, Kwanak-Gu, Seoul, Republic of Korea (b) Department of e-Business, Anyang Technical College, Anyang, Kyeonggi, Republic of Korea
  • Idioma: English

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