Webinars
Analytics Rebroadcast: Can Search Forecast Category Demand?
Data Challenges from Business Disruption – Solutions and Opportunities
Beginning in August 2022, MSI will broadcast each session from our 2022 Analytics Conference weekly on Tuesdays from 12:30-1:00pm ET. Attendees will be able to pose questions to be answered live. This event is open to corporate members. Please make sure to login to your account in order to register.
Econometric models for search trends offer a promising way to forecast future category demand. The first component is the construction of an index using multiple search terms. These terms should smooth out the noise in single search terms and accurately reflect the category. The index weights can be weighted to reflect historical category sales if available. The next component is the collection of explanatory variables, such as interest rates or covid-19 mobility data relevant to the category. The final component is developing an econometric forecasting model that predicts the future category demand. These forecasts enable marketers to time their campaigns to capture demand upticks and identify gaps between their own brand and category performance.
speaker
Michael Heberle is the Global Chief Analytics Officer at Kinesso where he leads a team of more than 800 data scientists and analysts, who provide best-in-class, data-driven measurement and analytics solutions for the Marketing Intelligence Engine technology platform. With more than 25 years’ of analytics practitioner and leadership experience, Michael has deep expertise in data strategy, data science, and predictive analytics, and is most passionate about developing teams with a strong sense of inclusion and collaboration. Michael has a proven track record of growing client business, fostering top talent, and driving innovation. With his passion for client success, Michael is responsible for aligning Kinesso Services with client needs, as well as establishing methods and best practices to ensure successful measurement and analytics outcomes. Prior to his current role, Michael served as Kinesso’s Chief Marketing Scientist, with a special focus on audience creation and holistic media ROI optimization. Michael has also held a variety of analytics and product leadership roles across the U.S. and Europe for industry powerhouses Mediabrands, Initiative, Nielsen, IRI, and GfK. Michael is based in Chicago, where he lives with his wife, two children and dog. He holds the title of Diplomkaufmann from the Technische Universität Berlin, Germany, and enjoys biking, beach volleyball and European football.