BUSINESS CHALLENGE: A retailer wanted to understand the relationship between product attributes and sales in the category to identify the products that were most incremental to the category

APPROACH: Developed a consumer choice model on panel data and quantified the impact of each product attribute on sales while controlling for short-term marketing effects

BUSINESS IMPACT
: Identified the most important product attributes in the purchase decision and provided insights on optimal assortment and shelf space allocation based on incrementaility to the category