A choice modelling approach to evaluate effectiveness of brand development initiatives

We describe the application of a nested logit function for modelling brand choice using data from disparate data sources in a large emerging market (India). This is unique since it is one of the first attempts to integrate disparate consumer information sources available at various levels of aggregation towards developing a prediction model for brand market share. We further develop a methodology for brand market share decomposition into components that can be attributable to various explanatory variables. The implications are significant since this methodology helps in using behavioural tracking data towards developing a decision tool to evaluate marketing programmes.

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