John J. Bastone, Global Product Marketing, Customer Intelligence, SAS Institute
Data Analytics Lab: Marketing Mix Modeling and Optimization
Corporations are faced with a plethora of choices for allocating their marketing dollars. These range from traditional channels like TV, radio and print to the recently emerging media such as web, social, mobile etc as well as programs within these channels. Correctly distributing the marketing budget among all these various channels is the premise of Marketing Mix Modeling. In order to make these decisions, it is important for marketing professionals to get a reasonably accurate read on the returns from these different marketing activities, so that optimal allocations can be made. We will talk about the analytics of marketing mix optimization, highlight the challenges, point out pitfalls to avoid and share some best practices for obtaining quality results for both practitioners and end users of marketing analytics.
Krishna Mehta, Co-founder, Principal, Jigyasa Analytics
Pat Bhattacharya, Managing Principal, Jigyasa Analytics