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ohal
ohal is developing and implementing a new modelling approach for the fast-moving consumer goods market.
This approach exploits the richness of household panel data to better understand consumer decision making processes– especially switching patterns between brands and pack sizes.
The method uses a ‘bottom up’ approach in which each household is allowed to have a unique preference for product attributes, prices and promotions. The technique captures the complex patterns that emerge when sets of household level behaviours combine and interact.
In addition to the usual findings that traditional marketing mix modelling generates, this new approach provides detailed insights into the stealing effects, conversion and brand shifting.
This new technique will transform the way marketers plan their media and promotional activity as it will provide detailed insight on how to minimise cannibalisation and drive incremental volume and value.
