|When:||Wednesday Nov. 14, 2012, 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:||$50 for non-members, $40 for
$5 surcharge for walk-in without reservation.
|Topic:||Bringing the Consumer into the Mix: Using Agent-Based Modeling to Power Marketing Mix Optimization|
|Abstract:||Fundamental shifts in the consumer marketing landscape have created a demand for 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 spending 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 a transformation in the way marketing mixmodeling is handled.
This session will discuss how using an agent-based modeling approach for marketing mix optimization can scale in terms of the granularity within marketing vehicles and across target segments as well as the breadth of marketing and media that can be measured. It will also cover case studies of how companies are implementing ABM in their marketing organizations today to achieve greater marketing effectiveness.
Chairman & Chief Strategy Officer, ThinkVine
As Chairman and Chief Strategy Officer, Damon Ragusa shapes the company's strategy and product direction. An accomplished entrepreneur and marketing technologist, Damon has success- fully transitioned ThinkVine from a custom solutions consultancy into a software-as-a-service enterprise in the marketing mix optimization space.
In early 2009, under Damon's leadership, ThinkVine launched its Marketing Mix Optimization software, described as a “leading” product in the marketing mix space by independent research firm Forrester Research.
A popular speaker known for his domain expertise and thought leadership, Damon is frequently asked to present at such conferences as ad:tech, American Marketing Association (AMA), Advertising Research Foundation and the Institute for International Research.
Damon has held partner and senior level positions at management con- sulting, marketing science and software development firms and holds degrees in Statistics and Psychology from Bowling Green State University and has conducted advanced studies in both Business Administration and Computer Science.