References

This is the book’s curated bibliography — the academic papers, books, and library documentation that underpin the methods presented throughout. Entries are generated from references.bib and ordered alphabetically by author. For recommended and supplementary readings organized by topic, see Further Reading.

Brodersen, Kay H, Fabian Gallusser, Jim Koehler, Nicolas Remy, and Steven L Scott. 2015. “Inferring Causal Impact Using Bayesian Structural Time-Series Models.” The Annals of Applied Statistics 9 (1): 247–74.

Bult, Jan Roelf, and Tom Wansbeek. 1995. “Optimal Selection for Direct Mail.” Marketing Science 14 (4): 378–94.

Chan, David, and Matthew Perry. 2017. Challenges and Opportunities in Media Mix Modeling. Google Inc. https://static.googleusercontent.com/media/research.google.com/en//pubs/archive/45998.pdf.

Fader, Peter S, and Bruce GS Hardie. 2013. The Gamma-Gamma Model of Monetary Value. Wharton School, University of Pennsylvania. https://www.brucehardie.com/notes/025/gamma_gamma.pdf.

Fader, Peter S, Bruce GS Hardie, and Ka Lok Lee. 2005. “Counting Your Customers the Easy Way: An Alternative to the Pareto/NBD Model.” Marketing Science 24 (2): 275–84.

Jin, Yuxue, Yueqing Wang, Yunting Sun, David Chan, and Jim Koehler. 2017. Bayesian Methods for Media Mix Modeling with Carryover and Shape Effects.

Knaflic, Cole Nussbaumer. 2015. Storytelling with Data: A Data Visualization Guide for Business Professionals. Wiley.

Pritchard, Marc. 2019. “Marc Pritchard on 5 Actions P&G Is Taking to Improve the Media Supply Chain.” https://www.pg.co.uk/blogs/PritchardANA2019/.

Provost, Foster, and Tom Fawcett. 2013. Data Science for Business. O’Reilly Media.

Rogers, Charlotte. 2019. “Why Behaviour Beats Demographics When It Comes to Segmentation.” Marketing Week, April. https://www.marketingweek.com/behaviour-demographics-segmentation/.

Vaver, Jon, and Jim Koehler. 2011. Measuring Ad Effectiveness Using Geo Experiments. Google Inc. https://research.google/pubs/pub38355/.

Vizard, Sarah. 2019. “P&G Shifts from Targeting ‘Generic Demographics’ to ‘Smart Audiences’.” Marketing Week, July. https://www.marketingweek.com/pg-targeting-generic-demographics-to-smart-audiences/.