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Author: Philip Hans Franses Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
In this paper we propose a simple method to measure the impact of promotional activities on weekly market share. The main idea is to assume that if promotion has an effect, it generates an additive outlier or a temporary level shift in the market share data. We propose an outlier robust estimation technique that can give estimates of the size of such an additive outlier or temporary level shift relative to an outlier-free time series. These estimated sizes then measure the impact of promotion. We illustrate our method for two examples concerning market shares of fast moving consumer products. Two recent surveys on the analysis of the effect of promotional activities on sales and market share in Blattberg and Neslin (1989) and Blattberg, Briesch and Fox (1995) conclude with many interesting questions for further research. One of these involves the design of proper econometric methods to examine static and/or dynamic effects of promotion. In the present paper we aim to contribute to this important research area by proposing a simple econometric time series technique (based on robust estimation methods) that can estimate the net effect of promotion from noisy data. The main idea of our approach is that we assume that promotional activities generate outliers or level shifts in the market share data. We apply our technique to more than two years of weekly scanning data of the market shares of two brands of a fast-moving consumer product. A useful advantage of our approach is that we are able to estimate the so-called "baseline" market share at the time promotion occurred (see Blattberg and Neslin, 1989, p. 89) and also that we can provide confidence intervals for the quantitative effect of promotion. An alternative to our methodology would be to use zero-one dummy variables in a time series regression (see Leone, 1987, for a marketing application of such so-called intervention analysis). Application of our robust technique, however, relieves the practitioner from the burdensome task of specifying the correct delay effects of promotional activities on market share, something which cannot be avoided when using the dummy approach.
Author: Philip Hans Franses Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
In this paper we propose a simple method to measure the impact of promotional activities on weekly market share. The main idea is to assume that if promotion has an effect, it generates an additive outlier or a temporary level shift in the market share data. We propose an outlier robust estimation technique that can give estimates of the size of such an additive outlier or temporary level shift relative to an outlier-free time series. These estimated sizes then measure the impact of promotion. We illustrate our method for two examples concerning market shares of fast moving consumer products. Two recent surveys on the analysis of the effect of promotional activities on sales and market share in Blattberg and Neslin (1989) and Blattberg, Briesch and Fox (1995) conclude with many interesting questions for further research. One of these involves the design of proper econometric methods to examine static and/or dynamic effects of promotion. In the present paper we aim to contribute to this important research area by proposing a simple econometric time series technique (based on robust estimation methods) that can estimate the net effect of promotion from noisy data. The main idea of our approach is that we assume that promotional activities generate outliers or level shifts in the market share data. We apply our technique to more than two years of weekly scanning data of the market shares of two brands of a fast-moving consumer product. A useful advantage of our approach is that we are able to estimate the so-called "baseline" market share at the time promotion occurred (see Blattberg and Neslin, 1989, p. 89) and also that we can provide confidence intervals for the quantitative effect of promotion. An alternative to our methodology would be to use zero-one dummy variables in a time series regression (see Leone, 1987, for a marketing application of such so-called intervention analysis). Application of our robust technique, however, relieves the practitioner from the burdensome task of specifying the correct delay effects of promotional activities on market share, something which cannot be avoided when using the dummy approach.
Author: Paul W. Farris Publisher: Pearson Education ISBN: 0137053134 Category : Business & Economics Languages : en Pages : 431
Book Description
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make: · Understand the full spectrum of marketing metrics: pros, cons, nuances, and application · Quantify the profitability of products, customers, channels, and marketing initiatives · Measure everything from “bounce rates” to the growth of your web communities · Understand your true return on marketing investment--and enhance it This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.
Author: Patricia Sorce Publisher: RIT Cary Graphic Arts Press ISBN: 9781933360065 Category : Business & Economics Languages : en Pages : 196
Book Description
Patricia Sorce is the administrative chair of the Rochester Institute of Technology School of Print Media and co-director of the RIT Printing Industry Center. Michael Pletka is manager of Customer Business Development at the Xerox Production Systems Group. Data-Driven Print is their answer to the question of how to overcome the strategic and operational barriers that have impeded growth in this media form by leveraging digital printing technology to deliver customized printed communications. This book, the second volume in the Printing Industry Center Series, documents the current use of personalization and custom communication while identifying the best practices, best prospects, and associated business models for delivering value to printing clients.
Author: Neil Bendle Publisher: FT Press ISBN: 0136755313 Category : Business & Economics Languages : en Pages : 710
Book Description
Your Definitive, Up-to-Date Guide to Marketing Metrics—Choosing Them, Implementing Them, Applying Them This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more Apply web, online, social, and mobile metrics more effectively Build models to optimize planning and decision-making Attribute purchase decisions when multiple channels interact Understand the links between search and distribution, and use new online distribution metrics Evaluate marketing's impact on a publicly traded firm's financial objectives Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task—and capture data that's valid, reliable, and actionable.
Author: Birdir, Kemal Publisher: IGI Global ISBN: 1799849554 Category : Business & Economics Languages : en Pages : 357
Book Description
Conferences, symposiums, and other large events that take place at far away hotels require many hours of preparation to plan and need a capable event staff to market. Without the innovative technologies that have changed the face of the tourism industry, many destinations would be unequipped to handle such a task. Impact of ICTs on Event Management and Marketing is a collection of innovative research on the methods and applications of information and communications technologies on almost all facets of hospitality and tourism-related businesses including hotels, restaurants, and other tourism areas. While highlighting topics including digital marketing, artificial intelligence, and event tourism, this book is ideally designed for business managers, event planners, and marketing professionals.
Author: Philip Hans Franses
Author: Philip Hans Franses
Author: Philip Hans Franses
Author: David Bruce Montgomery
Author: Paul W. Farris
Author: David Bruce Montgomery
Author: Patricia Sorce
Author: 
Author: Neil Bendle
Author: Tapan K. Panda
Author: Birdir, Kemal