Working Paper
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
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.