BVAR AS A CATEGORY MANAGEMENT TOOL - AN ILLUSTRATION AND COMPARISON WITH ALTERNATIVE TECHNIQUES

Category management-a relatively new function in marketing-involves large-scale, real-time forecasting of multiple data series in complex environments. In this paper, we illustrate how Bayesian Vector Autoregression (BVAR) fulfils the category manager's decision-support requirements by providing accurate forecasts of a category's state variables (prices, volumes and advertising levels), incorporating management interventions (merchandising events such as end-aisle displays), and revealing competitive dynamics through impulse response analyses. Using 124 weeks of point-of-sale scanner data comprising 31 variables for four brands, we compare the out-of-sample forecasts from BVAR to forecasts from exponential smoothing, univariate and multivariate Box-Jenkins transfer function analyses, and multivariate ARMA models. Theil U's indicate that BVAR forecasts are superior to those from alternate approaches. In large-scale forecasting applications, BVAR's ease of identification and parsimonious use of degrees of freedom are particularly valuable.