Description Usage Arguments Value

This function models natural consumer behavior in the absence of marketing interventions. In particular, it models changes in consumer mindset over time that are outside of advertiser control, such as seasonal changes.

1 2 3 4 5 6 7 8 | ```
DefaultNatMigModule(data.dt, population, market.rate.trend = 1,
market.rate.seas = 1, sat.decay = 1,
prop.activity = rep(1/length(kActivityStates), length(kActivityStates)),
prop.favorability = rep(1/length(kFavorabilityStates),
length(kFavorabilityStates)), prop.loyalty = rep(1/length(kLoyaltyStates),
length(kLoyaltyStates)),
prop.availability = rep(1/length(kAvailabilityStates),
length(kAvailabilityStates)), transition.matrices = list())
``` |

`data.dt` |
data.table with rows corresponding to segments and columns
corresponding to variables; column |

`population` |
constant specifying population size |

`market.rate.trend` |
the trend in market size, written as the proportion of the population to be considered potentially in the market, pending seasonal adjustments. If a vector, should match time.n in length. Defaults to 1, for full population participation in market. |

`market.rate.seas` |
the seasonal variation in market size, written as the proportion of the post-market-trend population in the market. For example, for market.rate.trend = 0.8 and market.rate.seas = 0.5, seasonal variation leaves 40 potentially in market according to market.rate.trend actually in market. If a vector, should match time.n in length. Defaults to 1 for full population participation in market. |

`sat.decay` |
single numeric value between 0 and 1, representing the geometric decay rate at which satiated individuals become unsatiated. Defaults to 1 for satiation lasting 1 time period for all individuals. |

`prop.activity` |
vector of nonnegative values summing to 1, representing the proportion of the population to be assigned to each activity state, given they are "responsive," i.e., "in.market" and "unsatiated." |

`prop.favorability` |
vector of nonnegative values summing to 1, representing the proportion of the population to be assigned to each favorability state, given they are not "loyal." |

`prop.loyalty` |
vector of nonnegative values summing to 1, representing the proportion of the population to be assigned to each loyalty state. |

`prop.availability` |
vector of nonnegative values summing to 1, representing the proportion of the population to be assigned to each availability state. |

`transition.matrices` |
list of matrices for each dimension of population segmentation that may be affected by marketing interventions. A named list with members 'activity', 'favorability', 'loyalty', and 'availability' is expected. By default, any missing members will have no effect. The transition matrices represent natural migration in these dimensions, and control how quickly the population returns to its equilibrium allocation across segments after marketing interventions. |

`invisible(NULL)`

. `data.dt`

is updated by reference.

google/amss documentation built on May 20, 2019, 5:05 p.m.

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