Prediction of financial performance for a given portfolio of marketing investments

US8180693B2 · kind B2 · utility

Assignee

• HEWLETT-PACKARD DEVELOPMENT COMPANY, L.P. · US

Inventors

• Choudur Lakshminarayan · Austin, US
• Edward Cullen · Clane, IE

Key dates

• Filing date: Oct 31, 2008
• Grant date: May 15, 2012
• Expiry date: Jan 28, 2031

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q40/06
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

Methods, systems, and computer program products are provided for quantifying financial impact of marketing investments. Time series data describing the financial performance generated by corresponding marketing investments that are made as a function of time is provided to configure an econometric model. The econometric model, which describes a linear relationship between the financial performance and the corresponding marketing investments, is transformed into an aggregated non-linear econometric model that includes non-linear factors causing the financial performance to change at a varying rate as a function of the marketing investments.