2015
DOI: 10.1287/mnsc.2014.2027
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Correcting for Misspecification in Parameter Dynamics to Improve Forecast Accuracy with Adaptively Estimated Models

Abstract: A daptive estimation methods have become a popular tool for capturing and forecasting changing conditions in dynamic environments. Although adaptive models can provide superior one-step-ahead forecasts, their application to multiperiod forecasting is challenging when the underlying parameter variation process is not correctly specified. The authors propose a methodology based on the Chebyshev approximation method (CAM), which provides a parsimonious substitute for the measurement updating process in the foreca… Show more

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Cited by 13 publications
(5 citation statements)
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“…So, as experiments end naturally, business-as-usual settles in and managers continue to face the need to understand how ad effectiveness varies over time for a host of factors beyond those tested or potentially tested under experimental conditions, such as copy and restoration wear-out (Naik, Mantrala, and Sawyer 1998), product life cycle stage (Kolsarici and Vakratsas 2015; Osinga, Leeflang, and Wieringa 2010), ad content (Kolsarici and Vakratsas 2010), competitive interference (Danaher, Bonfrer, and Dhar 2008), or product harm crisis (Rubel, Naik, and Srinivasan 2011; Van Heerde, Helsen, and Dekimpe 2007). In addition, temporal variation may be due to seasonality and coordination with promotional campaigns.…”
Section: Conceptual Developmentmentioning
confidence: 99%
See 1 more Smart Citation
“…So, as experiments end naturally, business-as-usual settles in and managers continue to face the need to understand how ad effectiveness varies over time for a host of factors beyond those tested or potentially tested under experimental conditions, such as copy and restoration wear-out (Naik, Mantrala, and Sawyer 1998), product life cycle stage (Kolsarici and Vakratsas 2015; Osinga, Leeflang, and Wieringa 2010), ad content (Kolsarici and Vakratsas 2010), competitive interference (Danaher, Bonfrer, and Dhar 2008), or product harm crisis (Rubel, Naik, and Srinivasan 2011; Van Heerde, Helsen, and Dekimpe 2007). In addition, temporal variation may be due to seasonality and coordination with promotional campaigns.…”
Section: Conceptual Developmentmentioning
confidence: 99%
“…The state space framework is commonly used in the marketing literature (e.g., Ataman, Van Heerde, and Mela 2010; Bruce 2008; Kolsarici and Vakratsas 2010; Kolsarici and Vakratsas 2015). It is represented by two sets of equations: the transition equation and the observation equation.…”
Section: Model Developmentmentioning
confidence: 99%
“…Long-run strategic forecasts are usually generated considering high level unstructured information from the business environment. These primarily rely on the skill, judgement and experience of senior management, as accurate long-term statistical forecasts that capture the market dynamics can be very challenging to produce (Kolsarici and Vakratsas, 2015). In contrast short-run operational forecasts are usually generated using structured but limited sources of information, such as past sales.…”
Section: Introductionmentioning
confidence: 99%
“…In order to deal with dynamic market competition across products, multivariate time-series analyses are highly popular; and have been developed in econometrics and intensively applied to assess the long-term effectiveness of marketing instruments such as pricing or advertising. This method includes a variety of models such as the vector auto-regressive model [ 5 ], dynamic linear model [ 6 ], varying parameter model [ 7 ], and the Kalman filter [ 8 ]. These models are evaluated in terms of whether they satisfy the following conditions [ 6 ]:…”
Section: Introductionmentioning
confidence: 99%