Neural networks for the analysis and forecasting of advertising and promotion impact

Abstract

Allocating advertising expenses and forecasting total sales levels are the key issues in retailing, especially when many products are covered and significant cross-effects among products are likely. Various statistical and econometric methods could be applied for such analyses. We explore how well neural networks can be used in analyzing the effects of… (More)
DOI: 10.1002/(SICI)1099-1174(199812)7:4%3C253::AID-ISAF150%3E3.0.CO;2-X

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