Rejoinder—Estimation Issues for Copulas Applied to Marketing Data
Peter J. Danaher, Michael S. Smith
Marketing Science · 2011 · Volume 30 · Issue 1
Abstract
Estimating copula models using Bayesian methods presents some subtle challenges, ranging from specification of the prior to computational tractability. There is also some debate about what is the most appropriate copula to employ from those available. We address these issues here and conclude by discussing further applications of copula models in marketing.
Keywords
Bayesian estimation, discrete copula, Markov chain Monte Carlo, Gaussian copula, media modeling, probability models, website page views
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