Leading advertisers efficiency evaluated by data envelopment analysis
In this paper we analyze the problem of measuring the advertising efficiency of the Leading US Advertisers during the period 2001-2006. We use the DEA (Data Envelopment Analysis) approach that enables to evaluate the relative efficiency in case of multiple inputs and outputs. In particular, the classical CCR-DEA model is first implemented in each year considered; a windows analysis approach is then used in order to better capture the dynamics of efficiency. Finally, the effect on efficiency of advertising spending over time, is captured by Adstock as an additional variable of the DEA model. The dynamics of Adstock is described by a finite difference equation.
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- Charnes, A. & Cooper, W. W. & Rhodes, E., 1978. "Measuring the efficiency of decision making units," European Journal of Operational Research, Elsevier, vol. 2(6), pages 429-444, November.
- Cook, Wade D. & Seiford, Larry M., 2009. "Data envelopment analysis (DEA) - Thirty years on," European Journal of Operational Research, Elsevier, vol. 192(1), pages 1-17, January.
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