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1. Introduction
2. Introduction to mix modeling
3. The role of managers
4. What about the standard tools?
5. Simple example no. 1
6. Simple example no. 2 (1)
7. Simple example no. 2 (2)
8. More realistic example
9. Analysis for multiple decision units (1)
10. Analysis for multiple decision units (2)
11. Analysis for multiple decision units (3)
12. Simulation study
13. Simulation results
14. Gains from reallocation
15. Summary of introduction
16. Modeling challenges
17. Modeling marketing expenditures and outcomes
18. Modeling strategy - demand equation
19. Modeling strategy - allocative errors
20. Modeling strategy - supply-side likelihood
21. Estimation strategy (1)
22. Estimation strategy (2)
23. Testing for the supply-side model
24. Non-informative vs. flat priors
25. Predictive test
26. Application
27. Inputs
28. New customers per 1000 population
29. Inputs per 1000 population
30. Analysis
31. Model fit - multiplicative model
32. Estimates
33. Hierarchy of effects
34. Conditional allocation: promotion given branches
35. Summary
36. Acknowledgements and references
37. Full list of references used in the paper
38. Thank you

Topics Covered

• The role of managers
• What about standard tools?
• Simple example
• More realistic example
• Simulation study
• gains from reallocation
• Modeling challenges
• Modeling strategy
• Estimation strategy
• Testing for the supply-side model
• Non-informative versus flat priors
• Predictive test
• Application
• Analysis

Links

Series:

• Bayesian Analysis in Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 27, 2010