Marketing Mix Modeling Using PLS-SEM, Bootstrapping the Model Coefficients

Abstract

Partial least squares structural equations modeling (PLS-SEM) uses sampling bootstrapping to calculate the significance of the model parameter estimates (e.g., path coefficients and outer loadings). However, when data are time series, as in marketing mix modeling, sampling bootstrapping shows inconsistencies that arise because the series has an autocorrelation structure and contains seasonal events, such as Christmas or Black Friday, especially in multichannel retailing, making the significance analysis of the PLS-SEM model unreliable. The alternative proposed in this research uses maximum entropy bootstrapping (meboot), a technique specifically designed for time series, which maintains the autocorrelation structure and preserves the occurrence over time of seasonal events or structural changes that occurred in the original series in the bootstrapped series. The results showed that meboot had superior performance than sampling bootstrapping in terms of the coherence of the bootstrapped data and the quality of the significance analysis.