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 Marketing Calculator case studies
This book includes case stuides from 4 continents across a number of industries.
They have been disguised to protect critical, confidential information, but represent
key methods and results found in many types of marketing effectiveness projects:
Campaign Measurers
A/B testing, retail automotive collision repair services in North America
Direct marketing & CRM, mobile teleco in Asia
Last-touch attribution, dental equipment supplier in North America
Loyalty marketing, international hotel chain based in Asia
Rebate redemption, gas utility in North America
Direct measurement, enterprise software in Asia-Pacific
Mix Modelers
Marketing-mix modeling, regional restaurant chain in North America
Marketing-mix modeling, kids’ snacks in the United Kingdom
Marketing-mix modeling, mobile telephone service provider in Asia
Marketing-mix modeling, premium lager beer in Europe
Consumer Analyzers
Agent-based modeling and simulation, consumer packaged goods in North America
Agent-based modeling and simulation, carbonated soft drinks in North Africa
System dynamics, fast moving consumer products in India
Agent-based modeling and simulation, unsweetened tea in Japan
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