Journal Articles

Dynamic MMM and Digital Attribution

Digital media attribution aims to identify the combination of online marketing activities and touchpoints contributing to online sales conversion. Given the availability of unique user-identifiers, analysis conventionally traces the actions of single individuals. Traditional media attribution, on the other hand, evaluates the offline sales impact of offline marketing investments. Measurement is typically carried out at …

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Marketing mix modelling and return on investment

This article provides an overview of the commercial marketing mix model (MMM), from economic foundations, through statistical estimation to commercial outputs. Against the background of the conventional approach, we put forward alternative theoretical and econometric frameworks for improved short-term ROI evaluation, together with techniques for evaluating the long-term effects of marketing investments and how these …

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Modelling and forecasting brand share: a dynamic demand system approach

A key feature of imperfectly competitive markets is the presence of differentiated products that cater specifically for the heterogeneity of consumer tastes. Identifying substitution patterns between such products in response to changes in price and other marketing variables is central to an understanding and estimation of consumer demand. A popular modelling framework is the continuous …

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