Abstract
One of the key challenges in the design of multichannel marketing plans is the ability to identify how the marketing mix in one channel affects customer behavior in the other channels. In this project we evaluate how the promotions announced in a retailer’s website affect sales inits offline stores at the SKU level. Using aggregated data from a sample of 323 promotional campaigns of a department store we use vector of autoregressive models to evaluate the impact of online display on both online and offline sales for the promoted SKU and the corresponding category. Using the results of the model we conduct meta-analysis to characterize the impact in terms of the department, the depth of the discount and the type of the display in the website. We discuss the managerial implications of these results.
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