Cannibalization: Effect of one channel over other

sas

#1

Hi,

I have a scenario where I need to calculate the impact of channel on the other. So basically there are two channels throught which customer can spend n a retailer either through digital(Mobile/Web etc) or diretcly walking in to a store and spending money.
Over the years the hypothesis is that spend through digital channel has been on rise while the other channel is performing poorly. So I want to calculate or in other words quantify the impact cause by digital channel over other.Any help would be appreciated.


#2

It can be done by looking at market mix variables in a regression equation for each channel and select channel which is close to s shaped curve /optimisation: use effects and market mix variables to build a complex linear regression model.


#4

You can use marketing mix modeling , multilinear regression will help you in this problem.