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On the differential benchmarking of promotional efficiency with machine learning modelling (II): Practical applications
ArticleAbstract: The assessment of promotional sales with models constructed by machine learning techniques is arousiPalabras claves:Bootstrap, Machine learning, MARKETING, Price indices, processing, Sales promotionAutores:Gimeno-Blanes F.J., Jose Luis Rojo-Álvarez, Martínez-Ruiz M.P., Mora-Jimnez I., Soguero-Ruiz C.Fuentes:scopusUsing Support Vector Semiparametric Regression to estimate the effects of pricing on brand substitution
ArticleAbstract: This paper analyses the sales impact of temporary retail price discount on consumer goods product caPalabras claves:Autores:Gómez-Borja M.A., Jose Luis Rojo-Álvarez, Martínez-Ruiz M.P., Mollá-Descals A.Fuentes:scopus