This paper demonstrates consumption-oriented forecasting techniques to explain the influence of individual economic fields relevant to the purchase decision on the marketing mix variables of a company. New statistical methods have been developed to calculate the different impacts. For the first time in the history of marketing intelligence analysis in the automotive industry all relevant market information is available in an integrated data warehouse. Integration of this information with new simulation techniques enables answers to be found to decisive matters relating to marketing as well as price harmonisation strategies impact of individual marketing variants quantified and trends analysed by products and models. In addition to the necessary quantitative analysis of the impact of the entire competitive environment new possibilities of early warning identification and critical developments trend changes changes in purchasing behaviour etc. are shown in this first global application experience within the European automotive industry.
The case study will show how consumer panel data are integrated into a consumer-oriented marketing model, how hypotheses on consumer's reaction can be checked and how different pricing strategies can be simulated.
This paper attempts to summarize the weaknesses of marketing models which are set up with the aid of conventional methods and shows why many of these models are never used in practice. It also presents a setup, which was developed in practice and which tries to draw conclusions from this experience.