Resource title

Monitoring short-run changes in purchasing behaviour

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Resource description

On-going monitoring of customer purchases requires the estimation of baselines, deviations from which can yield information about the effects of marketing activities. These baselines can be used over time in a control-chart-like fashion to identify significant deviations which may then be related to the level of different marketing activities, like promotions. This procedure is applied to purchase data for two categories, using the negative binomial model as a baseline estimator, to identify deviations and assess the response in purchase frequency and purchase quantity to promotions at the product and brand levels

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Resource language

en

Resource content type

application/pdf

Resource resource URL

http://flora.insead.edu/fichiersti_wp/Inseadwp1991/91-20.pdf

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Copyright INSEAD. All rights reserved