| This talk describes how Nielsen uses analytics to provide data-driven marketing ROI solutions that help our clients increase sales and profit. Marketing mix models measure the effects of marketing on sales across products, locations, and time periods via the use of multivariate regression. Highly tuned, battle tested models in conjunction with accurate data procured from a variety of sources result in forecasts that are in agreement with past history and are useful for forecasting. Marketing mix results can then be used to build large-scale optimization models that produce actionable, profitable marketing plans that have resulted in transformational impact for a number of high profile clients. This talk will focus the challenges and the processes associated with such solutions - involving data collection, analytics, and software concerns. |