How should brand managers determine the optimal advertising budget to generate sales and maximize profit from multiple regions and over time? How much of it should be set aside for national advertising? How should they allocate the rest across multiple regions? This paper addresses these...

Companies invest millions of dollars in various forms of marketing communications to impact customers' awareness, attitudes, purchases and, ultimately, profitability. An important question for marketers and shareholders alike is: what effects do marketing investments have on market performance?...

Modern businesses routinely capture data on millions of observations across subjects, brand SKUs, time periods, predictor variables, and store locations, thereby generating massive high-dimensional datasets. For example, Netflix has choice data on billions of movies selected, user ratings, and...

We propose a multi-index binary response model for analyzing large databases (i.e., with many regressors). We combine many regressors into factors (or indexes) and then estimate the link function via parametric or nonparametric methods. Neither the estimation of factors nor the determination of...

Companies spend hundreds of millions of dollars annually on advertising to build and maintain awareness for their brands in competitive markets. However, awareness formation models in the marketing literature ignore the role of competition. Consequently, we lack both the empirical knowledge and...

We incorporate the effects of churn, which refers to customers switching to competing brands, in a dynamic model of advertising for oligopoly markets. Each firm's market share depends not only on own and competitors' advertising decisions, but also on market churn. Applying differential game...