Peers, Yuri; Fok, Dennis; Franses, Philip Hans - In: Marketing Science 31 (2012) 2, pp. 351-364
We propose a method to include seasonality in any diffusion model that has a closed-form solution. The resulting … diffusion model captures seasonality in a way that naturally matches the original diffusion model's pattern. The method assumes …, which ignores seasonality. One of the main findings is that modeling seasonality in a GBM generates good predictions but …