Merkle is pleased to be speaking at the PMSA 2014 Annual Conference, taking place May 18 - 21 at the Hyatt Grand Cypress Resort in Orlando, FL.
On Wednesday, May 21 at 8:45am, Merkle's Kent Groves, VP, Client Leadership Group, Life Sciences and Wei Huang, Manager, Advanced Analytics will present a session titled, "Can This Really be Done? An Approach for Capturing the Complex Dynamics of Multi-Channel, Multi-Customer, Multi-Level Promotion Impact Measurement in One Very Smart Model.” In this session, Kent and Wei will explore a new analytics framework, Connected Touchpoints Multilevel Modeling (CTMM), which brings with it an approach that is both flexible and deep. The basis of the CTMM framework is linear regression, but the technique leverages the benefits of generalized linear mixed models (GLMM) which allow for a non-normal distribution of the response variable (Rx or sales), which is typical in promotion response analysis.
Two key case studies highlighting the implementation of and impact of the CTMM approach will be presented along with an intensive deep dive on the methodology. The case studies reflect the key questions section presented above – where decisions were made to continue with ROI-negative promotional investments due to measured cross-channel impact on other promotional touches. A comparison to decisions made under the traditional linear modeling approach and the decisions recommended by the CTMM approach highlights the key benefits to the modeling framework.
You will not want to miss this informative session. For more information, or set up time to meet with Kent or Wei onsite at the PMSA Conference, please contact our Events team today. To learn more about the conference itself, please visit their website.