Transcription of Promotion Response Modeling - PMSA
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Promotion Response Modeling - PMSA
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? ..In a nutshell, to optimize promotional effortsCopyright 2015 Axtria, Inc.
Promotion Response Modeling David Wood, PhD, Senior Principal Rajnish Kumar, Senior Manager
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