Working Papers

Modeling Co-Existing Business Scenarios with Time Series Panel Data: A New Segmentation Approach for Better Targeting and Maximizing Long-Term Impact of Marketing Activity

Catarina Sismeiro, Natalie Mizik, and Randolph E. Bucklin

Jan 1, 2007

Due to customer segmentation, multiple types of dynamic response patterns may co-exist within a single product market. The authors develop an approach to model this phenomenon and show that segmentation based on dynamic response scenarios provides a new tool for better targeting and maximizing long-term impact of marketing activity.

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