Prev
Talk: "Marketing for Response Versus Profit" at the Bentley U Virtual Analytics Symposium;
Monday May 9, 3:00 ET, reception to follow at 4:00 ET
location Smith 122 at Bentley or remotely by Centra
Dear colleagues, the pleasure of your company is requested at this symposium, please RSVP Dominique at dhaughton@bentley.edu and let me know if you are planning to attend in person or remotely.
Speaker: Vic Hoffman
Director of Analytical Consulting in the Retail Division at Teradata
Abstract:
Marketers have come to rely on so-called "response models" to bolster marketing campaign results. The goal of these models is to target customers who are most likely to respond to a promotional offer. Although highly successful, such models do not take profitability into account. As a result, volumes, even revenues, may increase while profits plummet. This session will offer a framework within which response and profit are jointly considered, aligned with the goal of optimizing margins. Topics include: examples of response-focused pitfalls, root causes of response-generated value loss, integrating profit and response, what to do when response and profit conflict, and how advanced analytics can help.
Details, directions and instructions on how to attend remotely are available at