Gain-Loss Analysis & Interaction Index
2019. 10. 5. 15:02ㆍRetail, Consumer Goods Industry
출처 : https://www.ashokcharan.com/Marketing-Analytics/~cp-consumer-panel-gain-loss.php
Consumer Panels — Gain–loss — Marketing Analytics | Online Guide for Marketing Professionals.
Exhibit 7.17 Types of gains and losses. Also known as brand switching or brand shifting analysis, the objective of gain–loss is to measure competitive shifts in consumer buying in terms of the amount of business each product gains from other products. Mu
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그동안 CPG/FMCG 위한 gain-loss 분석은 많이 했는데
이렇게 flat하게 볼 게 아니라, Interaction Index도 써야 되겠구나!
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