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. All Rights concepts of Response modelingLaw of diminishing returnsResponse curveMarginal and Overall ROIP rofit MaximizationBase and incremental salesCopyright 2015 Axtria, Inc.
Promotion Response Modeling David Wood, PhD, Senior Principal Rajnish Kumar, Senior Manager
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