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Marketing Decision Analysis By Turf And Shapley Value

Author

Listed:
  • W. MICHAEL CONKLIN

    (GfK Custom Research Inc., 8401 Golden Valley Road, Minneapolis, MN 55427, USA)

  • STAN LIPOVETSKY

    (GfK Custom Research Inc., 8401 Golden Valley Road, Minneapolis, MN 55427, USA)

Abstract

We consider a problem of marketing decisions for the choice of a product with maximum customer appeal. A widely used technique for this purpose is TURF, or Total Unduplicated Reach and Frequency, which evaluates a union of the events defined by the sample proportion of many products, or flavors of one product. However, when using TURF, it is often impossible to distinguish between subsets of different flavor combinations with practically the same level of coverage. An appropriate tool can be borrowed from cooperative game theory, namely, the Shapley Value, that permits the ordering of flavors by their strength in achieving maximum consumers' reach and provides more stable results than TURF. We describe marketing strategy reasons for using these techniques in the identification of the preferred combinations in media or product mix.

Suggested Citation

  • W. Michael Conklin & Stan Lipovetsky, 2005. "Marketing Decision Analysis By Turf And Shapley Value," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 4(01), pages 5-19.
    • Handle: RePEc:wsi:ijitdm:v:04:y:2005:i:01:n:s0219622005001374
    DOI: 10.1142/S0219622005001374
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    Citations

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    Cited by:

    1. Zhenni Ding & Huayou Chen & Ligang Zhou, 2023. "Using shapely values to define subgroups of forecasts for combining," Journal of Forecasting, John Wiley & Sons, Ltd., vol. 42(4), pages 905-923, July.
    2. Miklós Pintér, 2011. "Regression games," Annals of Operations Research, Springer, vol. 186(1), pages 263-274, June.
    3. Stan Lipovetsky & Igor Mandel, 2017. "Coefficients of Structural Association," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 16(02), pages 285-313, March.
    4. Lipovetsky, Stan & Conklin, Michael, 2014. "Finding items cannibalization and synergy by BWS data," Journal of choice modelling, Elsevier, vol. 12(C), pages 1-9.

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