Market Simulation nodes by Scientific Strategy for KNIME - Community Edition version 4.3.1.v202102181051 by Decision Ready, LLC
The Scale Distributions node is designed to take Product-level WTP Customer Distributions (as opposed to Feature-level Customer Distributions) from the Input Willingness To Pay (WTP) Matrix and scale them by either a fixed amount or until a target Market Share is reached.
Scaling select WTP Customer Distributions may be used when studying the impact of an advertising campaign. For example, a campaign may raise the WTP of all Products in the Market by a base amount, may then raise the WTP of the target Brand, and finally raise the WTP of the target Product itself. Scale Distributions nodes can be cascaded one after the other to simulate this Market to Brand to Product effect.
Scaling all of the Products in the WTP Matrix can be used to set a baseline number of 'No Sale' Customers. For example, the Scale Distributions node may iteratively alter the Customer Distributions until, say, 5% of the Market comprises of 'No Sale' Customers. These 'No Sale' Customers will enter the Market when the Price of the Products decrease or the value offered by these Products increase.
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