Measuring Promotional Spending: Stimulating Demand or Diluting Earnings?
Panel Session A
Tuesday, Oct. 2
11 a.m.-12:15 p.m.
John Wanamaker famously declared, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” The same could be said for promotional spending. Despite amassing enormous volumes of data on promotional spending, most companies don’t use sophisticated analytics to precisely measure the true ROI to understand the cause and effect relationship between promotional spending and consumer behavior. Molham Aref and this panel of experts will explore how to quantify the impact of promotional spending on revenue lift, leverage investment dollars in one product for the benefit of other products, and optimize spending, while reducing your total investment.
Chair:
Molham Aref, CEO, Predictix
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