Time-varying modeling for marketing drivers
AssigneeAccenture Global Services Limited
InventorDimitrios Bagkavos
Life of this patent
Estimating the term…
Abstract
A marketing modeling system may include a modeling engine to determine a time-varying marketing driver model to estimate marketing driver contributions to sales for marketing drivers, and determine a time-varying parameter and multiply the time varying parameter by an independent time-varying variable in the time-varying marketing driver model. A driver contribution estimation module in the system may apply the time-varying marketing driver model to consecutive fine-grained time periods to determine estimated contributions to sales for each fine-grained time period and for each marketing driver.
Claims20
A marketing modeling system comprising:
- a data repository to store historic sales data;
- and
- a modeling engine, executed by a processor, to
- determine a time-varying marketing driver model to estimate marketing driver contributions to sales for a plurality of marketing drivers, and
- adjust the time-varying marketing driver model, wherein the adjusting includes determining a time-varying parameter (B) and multiplying the time-varying parameter by an independent time-varying variable (X) in the time-varying marketing driver model;
- and
- a driver contribution estimation module to apply the adjusted time-varying marketing driver model to consecutive fine-grained time periods to determine an estimated contribution to sales for each fine-grained time period and for each of the plurality of marketing drivers based on the historic sales data.
A method for estimating contributions of marketing drivers to sales, the method comprising:
- receiving historic sales data;
- determining a time-varying marketing driver model to estimate marketing driver contributions to sales for a plurality of marketing drivers;
- adjusting the time-varying marketing driver model, wherein the adjusting includes determining, by a processor, a time-varying parameter and multiplying the time-varying parameter by an independent time-varying variable in the time-varying marketing driver model;
- and
- determining contributions of the plurality of marketing drivers on sales based on the adjusted model for a fine-grained time period and the historic sales data.
A non-transitory computer readable medium including machine readable instructions that are executable by at least one processor to:
- receive historic sales data;
- determine a time-varying marketing driver model to estimate marketing driver contributions to sales for a plurality of marketing drivers;
- adjust the time-varying marketing driver model, wherein the adjusting includes determining, by a processor, a time-varying parameter and multiplying the time-varying parameter by an independent time-varying variable in the time-varying marketing driver model;
- and
- determine contributions of the plurality of marketing drivers on sales based on the adjusted model for a fine-grained time period and the historic sales data, wherein the fine-grained time period comprises a time period between daily and monthly, inclusive.
Dependencies are inferred from the claim text.