{"id":1073,"date":"2018-06-11T14:02:07","date_gmt":"2018-06-11T18:02:07","guid":{"rendered":"http:\/\/www.yupingliu.com\/wordpress\/?page_id=1073"},"modified":"2018-06-11T22:35:40","modified_gmt":"2018-06-12T02:35:40","slug":"using-behavioral-data-for-advertising-research","status":"publish","type":"page","link":"https:\/\/www.yupingliu.com\/wordpress\/research\/other-research\/using-behavioral-data-for-advertising-research\/","title":{"rendered":"Using Behavioral Data for Advertising Research"},"content":{"rendered":"

Liu-Thompkins, Yuping and Edward Malthouse (2017), “A Primer on Using Behavioral Data for Testing Theories in Advertising Research<\/a>,” Journal of Advertising<\/strong><\/em>, 46 (1), 213-225. [Download Full-Text PDF<\/a>]<\/p>\n

Abstract: Interactions with and between customers in digital, social, and mobile environments are commonly recorded, producing behavioral data that have the potential to advance advertising research. This article provides an accessible guide on how to leverage such data for advertising researchers who may have thus far relied mostly on lab experiment or survey data. Specifically, we suggest potential sources for behavioral data and present a process for analyzing and interpreting behavioral data. Each step of the process is discussed: exploring, understanding and preparing data; specifying and estimating models; and interpreting and presenting the results. Some fundamental issues with using multiple regression to analyze such data are covered, including standardization, outliers, transformations, multicollinearity, and the omitted variable bias. We also discuss issues that are especially problematic with using behavioral data in advertising research, including endogeneity, count data, data with many zeros, and grouped data. More advanced versions of regression that address these issues are surveyed, including instrumental variables, propensity scoring, generalized linear models, and mixed models. General advice for thinking about behavioral data is provided.<\/p>\n","protected":false},"excerpt":{"rendered":"

Liu-Thompkins, Yuping and Edward Malthouse (2017), “A Primer on Using Behavioral Data for Testing Theories in Advertising Research,” Journal of…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":1066,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1073","page","type-page","status-publish","hentry","post-archive"],"yoast_head":"\nUsing Behavioral Data for Advertising Research | Ping! >> Loyalty Science in Practice<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yupingliu.com\/wordpress\/research\/other-research\/using-behavioral-data-for-advertising-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Using Behavioral Data for Advertising Research | Ping! >> Loyalty Science in Practice\" \/>\n<meta property=\"og:description\" content=\"Liu-Thompkins, Yuping and Edward Malthouse (2017), “A Primer on Using Behavioral Data for Testing Theories in Advertising Research,” Journal of...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.yupingliu.com\/wordpress\/research\/other-research\/using-behavioral-data-for-advertising-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Ping! 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