From brilliant to actionable - It takes technical brilliance and constant questioning to achieve the truly actionable in marketing ROI

Rafael Alcaraz, Steve Cohen and Mark Garratt

This paper describes the collaboration between Hershey’s and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization.

From brilliant to actionable - It takes technical brilliance and constant questioning to achieve the truly actionable in marketing ROI

Mark GarrattUnited States

Rafael AlcarazThe Hershey Company, United States

Steve CohenUnited States

BACKGROUND / OBJECTIVES

In this paper, we will talk about the way that analytics can evolve to serve the demands of resource allocation in a dynamic corporate setting. This is an on-going engagement, susceptible at any time to changes in strategy and priorities. We will describe the initial context, the mathematical tools developed, and the conversations that we started and are still developing. The contribution...

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