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Franses, Philip Hans; Srinivasan, Sharada; Boswijk, Peter

doi:10.1023/a:1012276406686

Cited by 13 publications

References 17 publications

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Measuring short‐ and long‐run promotional effectiveness on scanner data using persistence modelling

Dekimpe

Hanssens

Nijs

et al. 2005

Appl Stoch Models Bus & Ind

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SUMMARYThe use of price promotions to stimulate brand and firm performance is increasing. We discuss how (i) the availability of longer scanner data time series, and (ii) persistence modelling, have lead to greater insights into the dynamic effects of price promotions, as one can now quantify their immediate, short-run, and long-run effectiveness. We review recent methodological developments, and illustrate how the analysis of numerous brands and product categories has resulted in various empirical generalizations. Finally, we argue that persistence modelling should not only be applied to traditional performance metrics such as sales, but also to metrics such as firm value and customer equity.

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Measuring short‐ and long‐run promotional effectiveness on scanner data using persistence modelling

Dekimpe

Hanssens

Nijs

et al. 2005

Appl Stoch Models Bus & Ind

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Time-Series Models in Marketing

Dekimpe

Franses²,

Hanssens³

et al. 2008

International Series in Operations Research &Amp; Management Science

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identify three past stages in marketing model building and implementation, review the current status, and provide some intriguing thoughts on how the model-building process may evolve in response to ongoing and anticipated developments in the marketing environment. It is interesting to note that time-series techniques are not mentioned in their review of the past, receive considerable attention in their assessment of the current situation (mainly in the context of the insights these techniques can provide on marketing's long-run effectiveness), and are again absent in their speculations about the future. In this paper, we complement and extend on Leeflang and Wittink's discussion in three ways. First, we discuss why, in the past, time-series techniques received little attention from marketing model builders and users. Second, we show how each of the identified obstacles has recently been attenuated, and review more extensively the recent contributions of time-series applications to marketing science. Finally, we elaborate on some expected future developments in marketing research, and discuss opportunities and challenges to applied timeseries modelers.

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Modeling Marketing Dynamics Using Vector Autoregressive (VAR) Models

Srinivasan

2021

Handbook of Market Research

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Cited by 13 publications

References 17 publications

Measuring short‐ and long‐run promotional effectiveness on scanner data using persistence modelling

Measuring short‐ and long‐run promotional effectiveness on scanner data using persistence modelling

Time-Series Models in Marketing

Modeling Marketing Dynamics Using Vector Autoregressive (VAR) Models

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