| 摘要 |
<p>Techniques for estimating the impact of one or more promotions on product performance for a product are disclosed. In a preferred embodiment, a method is presented which involves determining market events which may impact product performance. The market events are examined to detect any abnormal event and, if abnormal events are detected, generating a description for each detected for abnormal event. A relationship between each promotion and the product is then determined, and a promotion lag structure between the promotions and product performance is systematically detected (items 210, 220, 230, 240). Functional forms are selected to account for any impact of the determined market events which may impact product performance, and are evaluated to account for the determined market event. The relationship between the promotions and product performance is quantified by taking into account the selected functional forms (item 270).</p> |
