Market Response Modeling

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Market Response Modeling

• Response Modeling Basics

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Response Models

• Aggregate response models
• Individual response models
• Shared-experience models
• Qualitative response models

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The Concept of a Response Model
Idea
Marketing Outputs

• Sales
• Share
• Profit
• Awareness, etc.

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Input-Output Model
Marketing Actions Inputs
Observed Market Outputs
Competitive Actions
(2)
Market Response Model
(1)
(4)
(3)
Environmental Conditions
Control Adaption (6)
Evaluation (5)
Objectives
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Response Function
Max
Sales Response
Response Function
Current Sales
Min
Current Effort
Effort Level
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A Simple Model
Y (Sales Level)
b (slope of the sales line)
a (sales level
when advertising 0)
X (Advertising)
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Phenomena
P1 Through Origin
P2 Linear
Y
Y
X
X
P3 Decreasing Returns (concave)
P4 Saturation
Y
Y
X
X
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Phenomena
P5 Increasing Returns (convex)
P6 S-shape
Y
Y
X
X
P8 Super-saturation
P7 Threshold
Y
Y
X
X
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Aggregate Response ModelsLinear Model

• Y a bX
• Linear/through origin
• Saturation and threshold (in ranges)

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Aggregate Response ModelsFractional Root Model

• Y a bXc
• c can be interpreted as elasticity when a 0.
• Linear, increasing or decreasing returns (depends
  on c).

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Aggregate Response ModelsExponential Model

• Y aebx x gt 0
• Increasing or decreasing returns (depends on b).

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Aggregate Response ModelsModified Exponential
Model

• Y a (1 ebx) c
• Decreasing returns and saturation.
• Widely used in marketing.

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Aggregate Response ModelsAdbudg Function

• Y b (ab)
• S-shaped and concave saturation effect.
• Widely used.
• Amenable to judgmental calibration.

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Aggregate Response ModelsMultiple Instruments

• Additive model for handling multiple marketing
  instruments
• Y af (X1) bg (X2)
• Easy to estimate using linear regression.

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Aggregate Response ModelsMultiple Instruments
contd

• Multiplicative model for handling multiple
  marketing instruments
• Y aXb Xc
• b and c are elasticities.
• Widely used in marketing.
• Can be estimated by linear regression.

1 2
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Dynamic Effects
1. Marketing Efforte.g., sales promotion
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Dynamic Effects
2. Conventional delayed response and customer
holdout effects
Sales Response
Time
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Dynamic Effects
3. Hysteresis effect
Sales Response
Time
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Dynamic Effects
4. New trierwear out effect
Sales Response
Time
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Dynamic Effects
5. Stocking effect
Sales Response
Time
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Aggregate Response ModelsDynamics

• Dynamic response model
• Yt a0 a1 Xt l Yt1
• Easy to estimate.

carry-overeffect
currenteffect
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Aggregate Response ModelsMarket Share

• Market share (attraction) models
• Ai
• Mi
• A1 A2 . . . An
• Ai attractiveness of brand i.
• Satisfies sum (market shares sum to 1.0) and
  range constraints (brand share is between 0.0 and
  1.0)
• Has proportional draw property.

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Individual-Level Response ModelsRequirements

• Satisfies sum and range constraints.
• Is consistent with the random utility model.
• Has the proportional draw property.
• Widely used in marketing.

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Individual-Level Response ModelsMNL

• Multinomial logit model to represent probability
  of choice. The individuals probability of
  choosing brand 1 is
• eA1
• Pi1
• å eAj
• j
• where Aj å wk bijk
• k

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Logit Model Implications . . .
High
Marginal Impact of a Marketing Action
Low
0.0
0.5
1.0
Probability of Choosing the Alternative
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Attribute Ratings per Store
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Shares per Store

• (a) (b) (c) (d) (e)
• Share Share estimate estimate without
  with Draw Store Ai wk bjk eiA new store new
  store (c)(d)
• 1 4.70 109.9 0.512 0.407 0.105
• 2 3.30 27.1 0.126 0.100 0.026
• 3 4.35 77.5 0.362 0.287 0.075
• New 4.02 55.7 0.206

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Objectives

• Profit( Sales Margin Costs)
• Sales
• ROI
• Market share
• Maximization over time
• Dealing with uncertainty
• Multiple goals
• Multiple points of view
• Others ??

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Shared Experience Models

• Base the response model on behavior observed at
  other leading firms
• Advisor model
• PIMS model

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Qualitative Response Models

• Rules to capture qualitative response
• The retailer will accept the trade deal, but
  what he does with it is based on coop advertising
  dollars. If the deal includes coop money, the
  retailer will accept the deal and pass on all of
  the discount to the consumer. If the discount is
  greater than 30 percent, he will put up a big
  display. Otherwise, the retailer leaves the item
  at regular price and does not use an ad feature
  or a display.
• ADCAD