出版社：Japan Science and Technology Information Aggregator, Electronic
摘要：The purpose of this study is to reveal how marketing affects customers' purchase amount and number of visits in Japanese department stores. We model purchase amounts by using a hierarchical Bayes regression model and number of visits by using a hierarchical Bayes Poisson regression model. Furthermore, we estimate the latent factor behind price as the purchase amount per month with a Type-1 Tobit model and the structural heterogeneity of each customer with a model for variable selection. Direct mail and events are used as marketing measures. The analytical results reveal marketing measures that raise customers' final purchase amounts.
关键词：Marketing;hierarchical bayes model;tobit model;model for variable selection;MCMC
