Marketing Science Intensive: How to Create Optimal Marketing Budget and Allocation: With and Without Data
Managers often express unease both with making marketing spending decisions with quantitative data and rigorous analysis – and without them. The former requires an understanding of basic principles of optimal marketing spending rules and of the data and analysis required to implement them. The latter is increasingly challenged in our age of big data and readily available analysis tools. In this Marketing Science Intensive, Distinguished Professor Koen Pauwels walks you through the basic principles, applications, and caveats with ‘optimal’ marketing budget and spending allocation rules. You will learn how to intuitively apply a key formula even in the absence of data. And you will learn how and where quantitative data and analysis adds to your intuition, aided by the 1-page case and data provided for preparation. We will apply these learnings to actual examples of companies planning whether to increase or decrease spending in the face of a recession, and with CEO demands to either cut the marketing budget or to right-size and reallocate it to meet aggressive growth targets.
Pre event – December 6: Pre reads and preparation exercises sent out to attendees one week before the event.
|12:45 p.m.||Workshop room opens|
|1:00 – 1:15||Kickoff and Introduction|
|1:15 – 2:15||Presentation, discussion, and hands on exercises|
|2:15 – 2:30||Questions, takeaways, and wrap up|
|2:30||Session ends. Post event Q&A|
Pricing & Registration
Dec 10, 12:00 AM UTC | Online