This website gives you information on the researcher, the research method and previous finding across international markets and various industries.
The scientific approach extends the ‘persistence modeling framework’ introduced by Dekimpe and Hanssens (1995, 1999) and further refined by Pauwels, Hanssens and Siddarth (2002), Pauwels (2004) and Pauwels and Hanssens (2007). This approach follows 3 steps: unit roots tests reveal the sustainable versus temporary advantage nature of marketing actions, vector auto-regressive models allow for short-term and long-term marketing effects, for competitive effects and for complex feedback loops, while impulse response functions simulate the over-time impact of a proposed marketing actions for forecasting and what-if-analyses. Based on the actual results in the market, the model estimates are updated real-time.
The researcher’s own experience demonstrates these models can be successfully applied across the wide range of marketing actions and industries such as (a) new product launches and price promotions in automobiles (Pauwels, Silva-Risso, Srinivasan and Hanssens 2004), (b) price promotions in fast moving consumer goods (Pauwels et al. 2002, Srinivasan, Pauwels, Dekimpe and Hanssens 2004, Slotegraaf and Pauwels 2008), (c) adding a new distribution channel in retailing (Pauwels and Neslin 2008), (d) advertising, feature, display, price and product line extensions (Pauwels 2004), (e) changing the business model / rebranding from a free to a for-fee online business content provider (Pauwels and Weiss 2008), and (f) media appearances, marketing events and word-of-mouth referrals for a social networking site (Trusov, Bucklin and Pauwels 2008). Moreover, while most studies have focused on the United States, these techniques and insights are readily transferred to Europe, as illustrated by first applications in Spanish online newspapers (Pauwels and Dans 2001), Dutch supermarket price wars (van Heerde, Gijsbrechts and Pauwels 2008), and French fast moving consumer goods (Srinivasan, Vanheule and Pauwels 2009).