|When:||Wednesday Jun. 18, 2014 Noon - 2 PM|
|Place:||The Penn Club, 30 West 44th Street, New York, NY|
|Reservations:|| Call John Waldes at (212) 362-0302 or email him.
|Cost:||$60 for non-members, $50 for
$5 surcharge for walk-in without reservation.
First-time Attendees : $40 membership + $20 lunch
|Topic:||Eight Practical Rules for Building Marketing
Models that work - and that your clients can buy into
|Abstract:||Over the past 35 years, marketing mix modeling has undergone many changes: from very limited data to vast data bases; from bi- monthly or even annual data periods; from simple linear regression to very sophisticated mathematical techniques. Despite all of the changes, it is still essential for clients to understand a model in order to truly buy into it. The author outlines eight practical steps that should be taken in order to make models that work and are readily understandable.|
|Speaker:||Howard Finkelberg, Magic LLC
Howard Finkelberg is a principal of mathematics applied to government, industry and commerce [magic], llc, a marketing and management science consultancy. He was formerly Director of Marketing Science at BBDO, where he worked on a wide variety of brands in virtually every product category, in more than 30 countries worldwide. At BBDO, he pioneered the field of marketing mix modeling, and developed hundreds of models in the consumer packaged goods, pharmaceutical, automotive and financial categories. He was also responsible for the development of numerous innovative techniques for managing brand imagery and allocating marketing resources. Prior to joining BBDO, Howard managed operations research and marketing research groups at American Airlines, where he was known for creating the concept of soliciting volunteers on oversold flights and for laying the groundwork for contemporary yield management practices. He holds a BEE degree from Cornell and an MS in Operations Research from NYU, where he was also a doctoral candidate in Economic Analysis.