Abstract:

Traditionally, application of household panel data is almost completely limited to more or less descriptive purposes, like demographic consumer profiles, brand switching behaviour or parallel usage. Although the information drawn from these analyses is quite valuable, there are manufacturers with a need for a much deeper understanding of what drives their brands’ sales. In this context, marketing activities like television advertising, feature prices, promotions and combined actions Play a crucial role. For this reason, ACNielsen Germany has developed the brand choice and quantity model (BCQ), which is capable of measuring the short-term effectiveness of marketing activities on incremental sales. The following paper describes the methodological approach as well as first results and implications for marketing planning, obtained in a case study.