Erjen van Nierop
Carnegie Mellon University
9 Papers
53 Citations
Erjen van Nierop is an academic researcher from Carnegie Mellon University. The author has contributed to research in topics: Market share & Panel data. The author has an hindex of 7, co-authored 9 publications. Previous affiliations of Erjen van Nierop include Erasmus University Rotterdam & Tinbergen Institute.
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Papers
Retrieving Unobserved Consideration Sets from Household Panel Data
TL;DR: In this article, the authors proposed a new model to capture unobserved consideration from discrete choice data, which allows for unobserved dependence in consideration among brands, easily copes with many brands, and accommodates different effects of the marketing mix on consideration and choice as well as unobserved consumer heterogeneity in both processes.
Interaction Between Shelf Layout and Marketing Effectiveness and Its Impact on Optimizing Shelf Arrangements
TL;DR: In this article, a new method for optimizing shelf arrangements is proposed and operationalized, where the authors show that there are important dependencies between the layout of the shelf and stock-keeping unit (SKU) sales and marketing effectiveness.
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Interaction between Shelf Layout and Marketing Effectiveness and its Impact on Optimizing Shelf Arrangements
Erjen van Nierop,Erjen van Nierop,Erjen van Nierop,Dennis Fok,Dennis Fok,Dennis Fok,Philip Hans Franses +6 more
TL;DR: In this paper, the authors proposed a new model to optimize shelf arrangements in which they use a complete set of shelf descriptors to gain insight into the dependencies of SKU sales and SKU marketing effectiveness on the shelf layout.
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Modeling consideration sets and brand choice using artificial neural networks
TL;DR: The model is an artificial neural network, where the consideration set corresponds with the hidden layer of the network, and improves upon one-step models, in terms of fit and out-of-sample forecasting.
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Path Dependencies and the Long-term Effects of Routinized Marketing Decisions
TL;DR: In this paper, the authors discuss a simulation of marketing budgeting rules that is based on a simplified version of the market share attraction model, which illustrates the concept of path dependence in dynamic marketing systems and shows how it might result from decision rules potentially applied by marketers and retailers.
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