Multiple intervention analysis with application to sales promotion data

The sales promotion data resulting from multiple marketing strategies are usually autocorrelated. Consequently, the characteristics of those data sets can be analyzed using time-series and/or intervention analysis. Traditional time-series intervention analysis focuses on the effects of single or few interventions, and forecasts may be obtained as long as the future interventions can be assured. This study is different from traditional approaches, and considers the cases in which multiple interventions and the uncertainty of future interventions exist in the system. In addition, this study utilizes a set of real sales promotion data to demonstrate the effectiveness of the proposed approach.