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Predicting Performance Using Consumer Big Data

  • MKT Research
  • Aug 18, 2021
  • 1 min read

Forthcoming in the Journal of Portfolio Management

By Ken Froot, Namho Kang, Gideon Ozik, and Ronnie Sadka


To predict firms’ fundamentals, the authors construct three proxies for real-time corporate sales

from fully distinct information sources: In-store foot traffic (IN-STORE), web traffic to

companies’ websites (WEB), and consumers’ interest level in corporate brands and products

(BRAND). The authors demonstrate that trading using these proxies, estimated for a sample of

330 firms over 2009–2020, result in significant net-of-transaction-costs profitability. During the

pandemic, WEB activity increases significantly while there is remarkable decrease in IN-

STORE, reflecting the migration of consumers from physical stores toward online. The results

suggest that the information contained in IN-STORE and BRAND is not immediately available

to investors, while the WEB information is diffused more quickly, and that overall information

diffusion worsened during the pandemic.


We will post a link to the Journal of Portfolio Management when the paper is published.

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