Abstract
Marketing and performance data often include measures repeated (typically at equally spaced intervals) over time. In Chap. 2 of Vol. I, we captured market dynamics with lagged effects for predictor variables and distributed lags on the criterion variable, y. In this chapter, we refine and extend this treatment of market dynamics by means of time-series models. Time-series models are uniquely suited to capture the time dependence of both a criterion variable (e.g. sales performance) and predictor variables (e.g. marketing actions, online consumer behavior metrics), how they relate to each other over time.
Parts of this chapter are based on Hanssens et al. (2001) and Sect. 17.8 in Leeflang et al. (2000). We like to thank Michel Wedel for his efforts to compose this section in Leeflang et al. (2000).
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Pauwels, K.H. (2017). Traditional Time-Series Models. In: Leeflang, P., Wieringa, J., Bijmolt, T., Pauwels, K. (eds) Advanced Methods for Modeling Markets. International Series in Quantitative Marketing. Springer, Cham. https://doi.org/10.1007/978-3-319-53469-5_3
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