The paper focuses on a methodology for creating adaptive high fidelity market response models that enable the measurement and tracking of the effectiveness of a firm’s marketing investments over long time horizons. The methodology uses a log-linear model with latent classes and is robust to...

Accurate estimates of the future demand and the substitution probabilities between products are important inputs for retail assortment optimization. However, these quantities are difficult to estimate as the estimation involves understanding and modeling of consumer’s choice behavior when a...

Firms have lately been increasing their investments in digital video advertising at the expense of television advertising. We examine the efficacy of such investments with a media efficiency and saturation analysis on longitudinal datasets from a national restaurant chain, and a national food...