This technical note demonstrate the reason for utilizing a binomial logic regression in advertising exploitations. It is used in Darden's "Big Data in Marketing" course elective. A consumer-utility-based behavioral justification is presented for the applicability of the binomial logistic regression for modeling dummy variables.
Simulated and real data examples are used to present the mechanisms of the logistic regression as well as the interpretation of the outputs. The relationship between odds ratio as well as the logistic regression probabilities are presented. Use areas including brand selection and customer retention are discussed.
PUBLICATION DATE: November 20, 2013 PRODUCT #: UV6767-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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