Media Zone
Show news, information and updates will be posted here throughout the coming months.
Plus Download Show Logos here
Register here to keep up to date with show news
For further information please contact
Holly Fradley on +44 (0)207 970 4408 or email holly.fradley@centaur.co.uk
Alternatively, the Insight Show's PR agency can be reached on insight@completemediagroup.co.uk
All News
ohal
Monday, February 22, 2010
ohal is developing and implementing a new modelling approach for the fast-moving consumer goods market.
This approach exploits the richness of household panel data to better understand consumer decision making processes– especially switching patterns between brands and pack sizes.
The method uses a ‘bottom up’ approach in which each household is allowed to have a unique preference for product attributes, prices and promotions. The technique captures the complex patterns that emerge when sets of household level behaviours combine and interact.
In addition to the usual findings that traditional marketing mix modelling generates, this new approach provides detailed insights into the stealing effects, conversion and brand shifting.
This new technique will transform the way marketers plan their media and promotional activity as it will provide detailed insight on how to minimise cannibalisation and drive incremental volume and value.
