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Bringing the Consumer Back Into the Mix: Part 2

Using Agent-Based Modeling to Power Marketing Mix Optimization

Fundamental shifts in the consumer marketing landscape have demanded better ways to understand both consumers and the marketing used to influence them. Historically, firms have used a variety of statistical techniques to build mathematical representations of the relationship between marketing spend and the resulting outcomes. And in the past, when there were fewer options on how to spend marketing dollars, these techniques fit the requirement well. Today, the number of options available to connect with consumers has exploded—each with unique measurements—resulting in the need for a transformation in the way marketing mix modeling is handled.

The the second webinar in a three-part series on agent-based modeling, this session will focus on:

  • ThinkVine agent-based model setup and assumptions
  • How we build and configure an agent-based model
  • The benefits to using agent-based modeling for the marketing mix

Don't miss this informative and interactive session!

Presented by:
Jason Taylor – VP Research and Development, ThinkVine

Overview

Bringing the Consumer Back Into the Mix: Part 2
October 23, 2013

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