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This may be a silly question, but does there exist a methodology for examining the impact of "events" on companies that are not publicly traded? I suppose it would look at abnormal revenues rather than abnormal returns on the stock market.

Say, for example, that a private business wants to analyze the impact of an advertising campaign or promotion (or any other endogenous event). The "event" would be the promotion, and they would analyze any change in revenue from their "normal" levels. I suppose they would use historical revenue data that had been cleaned to remove any possible cyclical or seasonal components (detrended to isolate the impact of the "event").

So this wouldn't have anything to do with investor expectations or whether an event has real information content. I've found a paper: "Event study methodology in marketing". What I'm looking for is something similar but assessing revenues rather than stock prices. The overarching idea being to quantify the impact of management decisions when there is no stock market data.

I apologize if this is too far outside the realm of quantitative finance. I learned about event studies through investment analysis and financial economics classes. At the moment I'm wondering what sort of data-analysis is possible for smaller businesses.

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