Promotion Response Modeling - PMSA

← Back to document page

Promotion Response ModelingDavid Wood, PhD, Senior PrincipalRajnish Kumar, Senior ManagerCopyright 2015 Axtria, Inc. All Rights today s discussion we will discuss following questions:What is Promotion Response Modelling ? Why bother ?What are the building blocks to do Promotion Response modelling?What decisions are involved ? ... what does it look like ?Where can I apply the results?Copyright 2015 Axtria, Inc. All Rights Response : OverviewPromotion Response : ApplicationsPromotion Response : ApproachCopyright 2015 Axtria, Inc. All Rights build Response models?To make trade-off decisions Whether I need to increase / reduce effort What effort is required to hit my brand forecast Which segments should I target more or less? Which channels should I spend more or less?

Promotion Response Modeling David Wood, PhD, Senior Principal Rajnish Kumar, Senior Manager

  Modeling, Response, Promotion, Spam, Promotion response modeling, Promotion response modeling pmsa