Model Outputs: Coefficients of the Marketing Variables, Retention Rates and Weibull Scale Parameters
| Marketing Media | β (t) | Retention | Scale |
|---|---|---|---|
| Television | 0.0279 (5.34) | 0.50 | 2.8 |
| Digital videos | 0.0062 (4.22) | 0.60 | 1.2 |
| Flash | 0.0021 (2.89) | 0.20 | 1.3 |
| Rich media | 0.0016 (2.09) | 0.30 | 1.3 |
| Custom | 0.0003 (3.12) | 0.25 | 1.5 |
| Search | 0.0011 (4.76) | 0.40 | 1.9 |
| 0.0001 (1.03) | 0.20 | 1.0 | |
| Radio | 0.0000 (0.98) | 0.20 | 1.0 |
| Coupons | 0.0047 (3.82) | 0.10 | 2.3 |