The Scale Demographic node changes the Willingness To Pay (WTP) values of all the individual Customers within the Top Input WTP Matrix and Bottom Input WTP Matrix.

The Scale Demographic node is designed to sit immediately downstream of a KNIME 'Row Splitter' node. The user can segment Customers by splitting the Input WTP Matrix into two halves based upon a Customer Demographic or Nominal Product Attribute found within each row. For example, an upstream 'Row Splitter' can filter 'Female' Customers into the Top Input WTP Matrix, and 'Male' Customers into the Bottom Input WTP Matrix. The KNIME 'Row Splitter' node provides a sophisticated range of filtering methods, including a rule-based filter and a reference value filter, as well as wildcard string matching and regular expressions. Both the top and bottom outputs from the Row Splitter node should be connected to the top and bottom inputs of the Scale Demographic node.

Scaling individual WTP values depending upon Customer Demographics is helpful in a number of situations. For example, a Marketing Campaign might only target a certain Customer Demographic, and only Customers who fall within that Demographic are likely to increase their Willingness To Pay (WTP) for the promoted Product. And Wealthy Customers, as identified by perhaps their zip-code, may have a higher WTP for Luxury Goods or a certain Category of Products.

Several Scale Demographic nodes can be cascaded one after the other to fine-tune the updated WTP values. The Scale Demographic node can also be configured to combine (concatenate) all the results into a final Output WTP Matrix that can be directly connected to a downstream Market Simulation node.

**More Help:** Examples and sample workflows can be found at the Scientific Strategy website: www.scientificstrategy.com.

- Top Customer Distributions To Scale
- Select the set of numeric columns from the Top Input WTP Matrix to scale according to the Scale Scenario.
- Top Scale Scenario
- The method by which the Customer WTP values in the 'Scale Product Set' from the Top Input WTP Matrix will be changed. The WTP of each individual Customer can be raised/lowered by a fixed or variable amount, or can trend towards a value. The options include:
**No Change**: The individual Customer WTP value remains unchanged.**Set to Fixed Value**: Set the individual Customer WTP value to the Fixed Value.**Set to Variable Value**: Set the individual Customer WTP value to the value in the corresponding row of another Customer Distribution.**Add Fixed Value**: Add the Fixed Value to the existing individual Customer WTP value.**Add Variable Value**: Add the value in the corresponding row of another Customer Distribution to the current individual Customer WTP value .**Add both Fixed Value and Variable Value**: Add the Fixed Value then add the Variable Value to the current individual Customer WTP value .**Add Fixed Value Randomly by Fixed Rate**: Randomize the fraction of the Fixed Value added to each WTP according to the Fixed Rate (0.0 = No Randomization, 1.0 = Highest Randomization = add a double-fraction of the Fixed Value to some Customers and add a zero-fraction to other Customers).**Add Fixed Value by Variable Rate**: Scale the Fixed Value according to the Variable Rate then add it to the individual Customer WTP value. The higher the Variable Rate row, the more of the Fixed Value will be allocated to that Customer. All Variable Rate values should be positive (negative Rates will be ignored)..**Spread Fixed Value Evenly**: Spread out the Fixed Value evenly across all Customers by adding a proportional fraction of the Fixed Value to each WTP in the Customer Distribution.**Spread Fixed Value Evenly then Add Variable Value**: Spread out the Fixed Value evenly then add the Variable Value to each Customer's WTP.**Spread Fixed Value Randomly by Fixed Rate**: Randomize the fraction of the Fixed Value spread across each WTP according to the Fixed Rate (0.0 = No Randomization, 1.0 = Highest Randomization = add a double-fraction to some Customers and add a zero-fraction to other Customers).**Spread Fixed Value by Variable Rate**: Spread out the Fixed Value according to the Variable Rate. The higher the Variable Rate row, the more of the Fixed Value will be allocated to that Customer. All Variable Rate values should be positive (negative Rates will be ignored)..**Multiply by Fixed Rate then Add Fixed Value**: Multiply the individual Customer WTP value by the Fixed Rate then Add the Fixed Value.**Multiply by Fixed Rate then Add Variable Value**: Multiply the individual Customer WTP value by the Fixed Rate then Add the Variable Value from the same row in another Customer Distribution.**Multiply by Variable Rate then Add Fixed Value**: Multiply the individual Customer WTP value by the Variable Rate from the same row in another Customer Distribution then Add the Fixed Value.**Multiply by Variable Rate then Add Variable Value**: Multiply the individual Customer WTP value by the Variable Rate from the same row in another Customer Distribution then Add the Variable Value.**Shift towards Fixed Value at Fixed Rate**: Shift the individual Customer WTP value towards the Fixed Value at the Fixed Rate.**Shift towards Fixed Value at Variable Rate**: Shift the individual Customer WTP value towards the Fixed Value at the Variable Rate found in another Customer Distribution.**Shift towards Variable Value at Fixed Rate**: Shift the individual Customer WTP value towards the Variable Value found in another Customer Distribution at the Fixed Rate.**Shift towards Variable Value at Variable Rate**: Shift the individual Customer WTP value towards the Variable Value at the Variable Rate where both Variables are found in other Customer Distributions. - Top Fixed Value
- This Fixed Value can be used to set the Customer's WTP, added to the Customer's WTP, or spread across all Customers in the Scale Product Set. The Customer's WTP can also be shifted towards this Fixed Value by either a Fixed or Variable Rate.
- Top Fixed Rate
- This Fixed Rate can be multiplied to the Customer's existing WTP. Or the Customer's WTP can be shifted towards another value at this Fixed Rate. For example, a Fixed Rate of 0.2 will shift the Customer's WTP by 20% of the distance towards the final value. A Fixed Rate of -0.2 will shift the Customer's WTP by 20% of the distance away from the value, while shifting at a rate greater than 1.0 will trigger a warning. If Spreading the Fixed Value Randomly by the Fixed Rate, then this Fixed Rate needs to be set between 0.0 and 1.0. A 'Spread By Fixed Rate' = 0.0 provides no randomization, while a 'Spread By Fixed Rate' = 1.0 will randomly spread between 0% and 200% of the Fixed Value across all Customers.
- Top Variable Value Column
- The row value found in this Customer Distribution is used as a Variable Value. The Variable Value can be added to the Customer's WTP or can set the Customer's WTP, or the Customer's WTP can be shifted towards this Variable Value by either a Fixed Rate or Variable Rate.
- Top Variable Rate Column
- The row value found in this Customer Distribution is used as a Variable Rate. The Variable Rate can be multiplied to the Customer's WTP, or can be the rate at which the Customer's WTP is shifted towards either a Fixed Value or Variable Value.
- Output Table Results Include
- The final results sent to the Top Output WTP Matrix can combine the scaled values from both the Top and Bottom Input WTP Matrix. The Table Specification column names and data types from both Input Tables should be the same in order to combine the results (but don't have to be). The scaled results can then be sorted by RowID to reproduce a complete Output WTP Matrix.

- Bottom Customer Distributions To Scale
- Select the set of numeric columns from the Bottom Input WTP Matrix to scale according to the Scale Scenario.
- Bottom Scale Scenario
- The method by which the Customer WTP values in the 'Scale Product Set' from the Bottom Input WTP Matrix will be changed. The WTP of each individual Customer can be raised/lowered by a fixed or variable amount, or can trend towards a value.
- Bottom Fixed Value
- This Fixed Value can be used to set the Customer's WTP, added to the Customer's WTP, or spread across all Customers in the Scale Product Set. The Customer's WTP can also be shifted towards this Fixed Value by either a Fixed or Variable Rate.
- Bottom Fixed Rate
- This Fixed Rate can be multiplied to the Customer's existing WTP. Or the Customer's WTP can be shifted towards another value at this Fixed Rate. For example, a Fixed Rate of 0.2 will shift the Customer's WTP by 20% of the distance towards the final value. A Fixed Rate of -0.2 will shift the Customer's WTP by 20% of the distance away from the value, while shifting at a rate greater than 1.0 will trigger a warning. If Spreading the Fixed Value Randomly by the Fixed Rate, then this Fixed Rate needs to be set between 0.0 and 1.0. A 'Spread By Fixed Rate' = 0.0 provides no randomization, while a 'Spread By Fixed Rate' = 1.0 will randomly spread between 0% and 200% of the Fixed Value across all Customers.
- Bottom Variable Value Column
- The row value found in this Customer Distribution is used as a Variable Value. The Variable Value can be added to the Customer's WTP or can set the Customer's WTP, or the Customer's WTP can be shifted towards this Variable Value by either a Fixed Rate or Variable Rate.
- Bottom Variable Rate Column
- The row value found in this Customer Distribution is used as a Variable Rate. The Variable Rate can be multiplied to the Customer's WTP, or can be the rate at which the Customer's WTP is shifted towards either a Fixed Value or Variable Value.
- Save Randomizing Seed
- A Randomizing Seed can be saved to ensure Customer Distributions are always scaled in the same way. The 'New' button will generate a new Randomized Seed. Disable the CheckBox to generate a new Randomizing Seed each time the node is run. Manually set a new Randomizing Seed if this node is copied to avoid adding bias to the overall model.

**Top Input WTP Matrix**(double): The top set of pre-filtered Customer Distributions. Each row corresponds to a Virtual Customer and contains the customer's Willingness To Pay (WTP) for each Product in the Market. This Top Input WTP Matrix should be connected to the Top Output Port of an upstream KNIME 'Row Splitter' node.**Bottom Input WTP Matrix**(double): The bottom set of pre-filtered Customer Distributions. This Bottom Input WTP Matrix should be connected to the Bottom Output Port of an upstream KNIME 'Row Splitter' node.

**Top Output Willingness To Pay Matrix**: The scaled Willingness To Pay (WTP) Customer Distribution matrix for each Customer found in the 'Top Input WTP Matrix'. The output Willingness To Pay values for individual Customers have been scaled according to the 'Top Scale Scenario'. The user can configure the node to combine the output data from the top port and bottom port, sorting the results by the unique Customer identifier found in the RowID. In this way, the Scaled WTP Matrix can be directly connected to a downstream 'Simulate Market' or 'Profit Engine' node.**Bottom Output Willingness To Pay Matrix**: The scaled Willingness To Pay (WTP) Customer Distribution matrix for each Customer found in the 'Bottom Input WTP Matrix'.

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