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Improved Baseline Sales

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Author Info

  • Kurt A. Jetta

    (TABS Group)

  • Erick W. Rengifo

    (Fordham University, Department of Economics)

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    Abstract

    This paper develops a more accurate and robust baseline sales (sales in the absence of price promotion) using Dynamic Linear Models and a Multiple Structural Change Model (DLM/MSCM). We first discuss the value of utilizing aggregated (chain-level) vs. disaggregated (store-level) point-of-sale (POS) data to estimate baseline sales and measure promotional effectiveness. We then discuss the practical advantage of the DLM/MSCM modeling approach using aggregated data, and we propose two tests to determine the superiority of a particular baseline estimate: the minimization of weekly sales volatility and the existence of no correlation with promotional activities in these estimates. Finally, we test this baseline against the industry standard ones on the two measures of performance. Our tests find the DLM/MSCM baseline sales to be superior to the existing log-linear models by reducing the weekly baseline sales volatility by over 80% and by being uncorrelated to promotional activities.

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    File URL: http://stage.web.fordham.edu/images/academics/graduate_schools/gsas/economics/dp2009_02_jetta_rengifo.pdf
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    Bibliographic Info

    Paper provided by Fordham University, Department of Economics in its series Fordham Economics Discussion Paper Series with number dp2009-02.

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    Date of creation: 2009
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    Handle: RePEc:frd:wpaper:dp2009-02

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    Web page: http://www.fordham.edu/economics/
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    Related research

    Keywords: Dynamic linear Models; Multiple Structural Change Model; Consumer Packaged Goods; Marketing; Sales; Promotions. Baseline Sales.;

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    References

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    1. Magid M. Abraham & Leonard M. Lodish, 1993. "An Implemented System for Improving Promotion Productivity Using Store Scanner Data," Marketing Science, INFORMS, vol. 12(3), pages 248-269.
    2. Vincent R. Nijs & Marnik G. Dekimpe & Jan-Benedict E.M. Steenkamps & Dominique M. Hanssens, 2001. "The Category-Demand Effects of Price Promotions," Marketing Science, INFORMS, vol. 20(1), pages 1-22, September.
    3. BAI, Jushan & PERRON, Pierre, 1998. "Computation and Analysis of Multiple Structural-Change Models," Cahiers de recherche 9807, Universite de Montreal, Departement de sciences economiques.
    4. Randolph E. Bucklin & Sunil Gupta, 1999. "Commercial Use of UPC Scanner Data: Industry and Academic Perspectives," Marketing Science, INFORMS, vol. 18(3), pages 247-273.
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