Abstract:

This paper will describe the collaboration between Hershey's and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical methods, coupled with scalable and speedy software run using parallel processing on the 'cloud' will be addressed. Results have then been placed in a marketing enterprise-wide simulation model, where the findings have been pressure-tested by senior executives. The presentation will document how a close relationship between a savvy client and advanced modelers led to groundbreaking results.