Turning Artificial Neural Networks into a Marketing Science Tool - Modelling and Forecasting the Impact of Sales Promotions

  title={Turning Artificial Neural Networks into a Marketing Science Tool - Modelling and Forecasting the Impact of Sales Promotions},
  author={Ibrahim Zafar Qureshi and Marwan Khammash and Konstantinos Nikolopoulos},
In this study we model the effect of promotions in time-series data and we consequently forecast that extraordinary effect via Artificial Neural Networks (ANN) as implemented from the Expert Method of a popular Artificial Intelligence software. We simulate data considering five factors as to determine the actual impact of each individual promotion. We consider additive and multiplicative models, with the later presenting both linear and non-linear relationships between those five factors; in… 
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