Author: Philip Hans FransesPublisher:
ISBN:
Category :
Languages : en
Pages : 32
Book Description
Outlier Robust Analysis of Market Share and Distribution Relations for Weekly Scanning Data
Author: Philip Hans FransesOutlier Robust Analysis of Market Share and Distribution Relation for Weekly Scanning Data
Author: Philip Hans FransesPublisher:
ISBN:
Category :
Languages : en
Pages : 0
Book Description
In this paper we consider empirical econometric models for nine brands of a fast-moving nondurable consumer product using weekly observed scanning data on market share and distribution conditional on advertising, price, and promotion activities. Since the data show nonstationary characteristics, we rely on cointegration techniques to estimate long-run and short-run parameters. Additionally, as there are many outlying observations in our weekly scanning data, we apply robust cointegration methods. We find different results across robust and non-robust methods for the long-run relations between market share and distribution and for the short-run response to disequilibrium situations.
JOPURNAL OF Econometrics
Author: Handbook of Marketing Decision Models
Author: Berend WierengaPublisher: Springer Science & Business Media
ISBN: 0387782133
Category : Business & Economics
Languages : en
Pages : 621
Book Description
Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
Measuring the Impact of Promotion on Weekly Market Shares
Author: Philip Hans FransesPublisher:
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.
Market-Share Analysis
Author: Lee G. CooperPublisher: Springer
ISBN: 9789400926820
Category : Business & Economics
Languages : en
Pages : 304
Book Description
Foreword In April1971, Los Angeles and its satellite cities were treated to one of its least interesting and least publicized elections in years. Nothing seemed to be hotly contested. A few Los Angeles city councilmen were up for reelection as were some members of the Board of Ed ucation and the Board of Trustees of the Community Colleges. - Nakanishi, Cooper and Kassarjian [1974] Our colleague, Professor Harold H. Kassarjian, ran for one of the seats on the Board of Trustees and received 17,286 votes. While he lost the election, he had collected the data which he felt characterized voting in such /ow-invo/vement cases. He asked us to join him in writing a follow-up to a study of a similar election which had been published the previous faU in Public Opinion Quarter/y. Neither of us was content with the methods and models used in the prior study. Shares are different than other criteria, be they vote shares, market shares or retail stores' shares of customers. Different methods are needed to reflect their special nature. And thus began a research collaboration, running 17 years, so far. Though our combined research efforts have covered diverse areas of consumer choice behavior, in recent years we carne to the realization that our models and analytical methods might be very profitably employed in the analysis of market-share figures for consumer products.
Private Label Strategy
Author: Nirmalya KumarPublisher: Harvard Business Press
ISBN: 9781422101674
Category : Business & Economics
Languages : en
Pages : 292
Book Description
The growth in private labels has huge implications for managers on both sides.
Using R for Introductory Statistics
Author: John VerzaniPublisher: CRC Press
ISBN: 1315360306
Category : Computers
Languages : en
Pages : 522
Book Description
The second edition of a bestselling textbook, Using R for Introductory Statistics guides students through the basics of R, helping them overcome the sometimes steep learning curve. The author does this by breaking the material down into small, task-oriented steps. The second edition maintains the features that made the first edition so popular, while updating data, examples, and changes to R in line with the current version. See What’s New in the Second Edition: Increased emphasis on more idiomatic R provides a grounding in the functionality of base R. Discussions of the use of RStudio helps new R users avoid as many pitfalls as possible. Use of knitr package makes code easier to read and therefore easier to reason about. Additional information on computer-intensive approaches motivates the traditional approach. Updated examples and data make the information current and topical. The book has an accompanying package, UsingR, available from CRAN, R’s repository of user-contributed packages. The package contains the data sets mentioned in the text (data(package="UsingR")), answers to selected problems (answers()), a few demonstrations (demo()), the errata (errata()), and sample code from the text. The topics of this text line up closely with traditional teaching progression; however, the book also highlights computer-intensive approaches to motivate the more traditional approach. The authors emphasize realistic data and examples and rely on visualization techniques to gather insight. They introduce statistics and R seamlessly, giving students the tools they need to use R and the information they need to navigate the sometimes complex world of statistical computing.
Frontiers in Massive Data Analysis
Author: National Research CouncilPublisher: National Academies Press
ISBN: 0309287812
Category : Mathematics
Languages : en
Pages : 191
Book Description
Data mining of massive data sets is transforming the way we think about crisis response, marketing, entertainment, cybersecurity and national intelligence. Collections of documents, images, videos, and networks are being thought of not merely as bit strings to be stored, indexed, and retrieved, but as potential sources of discovery and knowledge, requiring sophisticated analysis techniques that go far beyond classical indexing and keyword counting, aiming to find relational and semantic interpretations of the phenomena underlying the data. Frontiers in Massive Data Analysis examines the frontier of analyzing massive amounts of data, whether in a static database or streaming through a system. Data at that scale-terabytes and petabytes-is increasingly common in science (e.g., particle physics, remote sensing, genomics), Internet commerce, business analytics, national security, communications, and elsewhere. The tools that work to infer knowledge from data at smaller scales do not necessarily work, or work well, at such massive scale. New tools, skills, and approaches are necessary, and this report identifies many of them, plus promising research directions to explore. Frontiers in Massive Data Analysis discusses pitfalls in trying to infer knowledge from massive data, and it characterizes seven major classes of computation that are common in the analysis of massive data. Overall, this report illustrates the cross-disciplinary knowledge-from computer science, statistics, machine learning, and application disciplines-that must be brought to bear to make useful inferences from massive data.
Market Response Models
Author: Dominique M. HanssensPublisher: Springer Science & Business Media
ISBN: 0306475944
Category : Business & Economics
Languages : en
Pages : 507
Book Description
From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. The bibliography of this book supports the notion that the academic research in marketing led the way. The journey was difficult, sometimes halting, but ultimately market response research advanced and then insinuated itself into the fabric of modern management.