Compiling some useful analysis to help newbies and as a reference for others.
What drives a stock's price? I'll use Macy's as an example.
tl;dr -- most of a stocks return comes from what's going on at the market level (SPX) or industry level (XLY for example). The "alpha" or idiosyncratic return is typically driven by changes in estimates for a stocks performance (revenue or margins). Paying attention to which companies are seeing positive/negative surprises to their outlook can help you identify how the stock will trend in the near-term. Analytical techniques, such as pricing the impact (e.g. a 1% chg to revenue estimate might result in a 5% increase to EPS, which is a 5% increase in the stock price), can help you create more relative price targets. Overlaying that with positioning and liquidity data (ownership, average volumes, open interest at certain strikes) can help improve your risk/return.
Capital asset pricing model (CAPM) tells you where your returns are coming from: 4700-07-Notes-CAPM.pdf (columbia.edu)
E.g. about ~50% of Ms daily returns can be described by moves in SPX.
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At the industry level this rises. Here, SPX is explaining about ~80% of XLYs moves:
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Macy's relationship to XLY is greater than it's relationship to SPX:
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Macy's also has a relationship to non-sector factors (value, growth, quality, momentum, etc.) -- using the Bloomberg GS US Equity Factor index we can see this relationship:
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So now we can come up with a basic model to understand Macy's stock price.
Expected return = risk free rate + beta(SPX) + beta(XLY-SPX) + beta(factors) + idiosyncratic return
As traders, you can use this to estimate where you think the return will come from.
Idio returns primarily come from estimate revisions to earnings (company specific improvements) and liquidity/market structure (large holdings impact), though other things can impact a stock too.
For example, Macy's tends to trade higher when estimates for its EBITDA are higher:
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News that impacts estimates of the company's revenues and margins will have a significant effect on the stock price. A greater primer on anomalies that drive such behavior is this review of the Post-Earnings Announcement Drift (PEAD):
main.pdf (sciencedirectassets.com).
A pretty good paper put out by Tradestation covering stock ranking using estimate revisions:
Web-Stock-Ranking-Based-on-Earnings-Estimate-Revisions.pdf (tradestation.com)