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Smart forecasts for smart consumers
Up one levelForecasting consumer take-up of promotions is notoriously unreliable, causing endless inefficiencies. A new consumer behaviour model offers a ray of hope, by Arnd Huchzermeier and Ananth V. Iyer
Different consumers react differently to the same promotions. Some stay brand loyal. Others stockpile promoted items. Understanding and modelling these different behaviours is crucial to better sales forecasts.
