Re-defining retail promotional allocation: Combining customer typologies, media preferences and consumption and shopping behaviors to build more effective retail promotional allocation models

Don Schultz and Martin Block

Media planning and measurement appear to still follow planning and purchasing rules developed 50 years ago, with resources allocated on the basis of past media usage, so the authors describe how a new media planning and allocation model might work for retail organisations.

Re-defining retail promotional allocation: Combining customer typologies, media preferences and consumption and shopping behaviors to build more effective retail promotional allocation models

Don Schultz and Martin BlockNorthwestern University

I. Introduction

Media allocation has always been an inexact science. Media planners attempt to predict not just what media forms an intended audience will likely be using sometime in the future, but, to forecast the specific vehicles that will be used as well. Given that the marketplace is dynamic, there are generally so many variables in play, it is extremely difficult to estimate, hypothesize or even guess at what the best...

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