Deriving dynamic marketing effectiveness from econometric time series models

Csilla Horváth and Philip Hans Franses

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: To understand the relevance of marketing efforts, it has become standard practice to estimate the long-run and short-run effects of the marketing-mix, using, say, weekly scanner data. A common vehicle for this purpose is an econometric time series model. Issues that are addressed in the literature are unit roots, cointegration, structural breaks and impulse response functions. In this paper we summarize the most important concepts by reviewing all possible empirical cases that can be encountered in practice using a prototypical model. We provide guidelines for practitioners, and illustrate these for a detailed workedout example.

Keywords: dynamic effects; econometric time series models; marketing mix (search for similar items in EconPapers)
JEL-codes: C32 C44 M M31 (search for similar items in EconPapers)
Date: 2003-01-01
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Citations: View citations in EconPapers (1)

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