Agent-based modelling:
the whole is greater than the sum of its parts
Agent-based modelling:
the whole is greater than the sum of its parts
Agent-based modelling is a computational technique that allows simulating actions and interactions of virtual consumers in a market.
Zio® measures how these virtual consumers, based on their actual behavioural rules, react to different strategies proposed by competing brands. This gives rise to emergent phenomena on a complex system (“the market”), which cannot be managed with traditional models used in the marketing industry.
The science behind Zio
Zio technology overcomes
traditional marketing approaches
Our technology considers the market as a whole, going beyond traditional approaches such as econometric models, to address infinite questions as if we were in a virtual market lab.
Statistical Models
One source of insights.
Independent measurement of sales.
Analyses one brand at a time.
Market Simulations
Insights from all current analytics.
Interdependent KPI forecasts.
Analyses a brand and its competitors.
Zio overcomes
traditional marketing approaches
Our technology considers the market as a whole, going beyond traditional approaches such as econometric models, to address infinite questions as if we were in a virtual market lab.
Statistical Models
One source of insights.
Independent measurement of sales.
Analyses one brand at a time.
Market Simulations
Insights from all current analytics.
Interdependent KPI forecasts.
Analyses a brand and its competitors.
Discover our recent scientific publications
Take a look at the most recent marketing and computational
model publications from our team members
Letting the computers take over: Using AI to solve marketing problems
G. Overgoor, M. Chica, W. Rand, A. Weishampel
California Management Review 1-30, 2019
Building agent-based decision support systems for
managing word-of-mouth programs: a freemium application
M. Chica, W. Rand.
Journal of Marketing Research (AMA) 54:5 752-767, 2018
Multimodal optimization: an effective framework for model calibration
M. Chica, J. Barranquero, T. Kadjanowicz, O. Cordón, S. Damas
Information Sciences 375, 79-97, 2017
When Shared Joy Is Lessened: Comparing Psychological Costs Between Online and Offline Positive Word of Mouth
A. Suárez, M. Chica
Advances in Consumer Research Volume 44, 760-760. Berlin, 2016
Incorporating Awareness and Genetic-basedViral Marketing Strategies to a Consumer Behavior Model
JF. Robles, M. Chica, O. Cordón
In the IEEE WCCI 2016, Vancouver (Canada)