TIME-VARYING MODELING FOR MARKETING DRIVERS

摘要

A marketing modeling system may include a modeling engine to determine a time-varying marketing driver model to estimate marketing driver contributions to sales for marketing drivers, and determine a time-varying parameter and multiply the time varying parameter by an independent time-varying variable in the time-varying marketing driver model. A driver contribution estimation module in the system may apply the time-varying marketing driver model to consecutive fine-grained time periods to determine estimated contributions to sales for each fine-grained time period and for each marketing driver.

主权项

1. A marketing modeling system comprising:
a data repository to store historic sales data; and a modeling engine, executed by a processor, to
determine a time-varying marketing driver model to estimate marketing driver contributions to sales for a plurality of marketing drivers, andadjust the time-varying marketing driver model, wherein the adjusting includes determining a time-varying parameter (B) and multiplying the time-varying parameter by an independent time-varying variable (X) in the time-varying marketing driver model; and a driver contribution estimation module to apply the adjusted time-varying marketing driver model to consecutive fine-grained time periods to determine an estimated contribution to sales for each fine-grained time period and for each of the plurality of marketing drivers based on the historic sales data.