Innovative Concepts To Be Presented at Forecast
Marketing Mix Modeling - Do you know what it is and why it's important to growing radio's share of advertising expenditures? Most major advertisers use "marketing mix models" to better understand and evaluate how each ingredient in their marketing mix contributes to sales. Radio needs to be at the forefront, demonstrating relevance and ROI to agencies and clients.
The problem is that too many radio people don't understand a critical concept used to evaluate performance and the crucial role it plays in media planning. Forecast 2013 has called up a panel of experts to take the mystery out of modeling with a session that explains the process and the progress in clear, simple English. Moderator Charlie Sislen, Managing Partner at The Research Director, will be joined by Carol Hanley, EVP/Chief Sales & Marketing Officer of Arbitron; Radha Subramanyan, EVP/Sales & Marketing Research for Clear Channel and Art Thomas, Partner/Advanced Analytics at UM Global in one of the most enlightening conversations you will hear all year.