How to Measure the Impact of Diff erent Marketing Efforts

In this highly dynamic market, it is more important than ever to use causal models where there is a strong cause-and-effect relationship. The author discusses three unique situations, where: (1) one product competes with your own products as well as those of a competitor, (2) each promotion increases the sales base of a product, and (3) recipients’ buying behavior is affected by the Electronic Benefits Transfer program. In each case, Mr. Reim shows how to capture such behavior using a regression model, and then prepare forecasts. KeVIn ReI M | Mr. Reim is an Assistant Vice President of Demand Planning at L’Oréal. Prior to that, he worked for Nice-Pak Products, where he built the demand planning function from the ground up. Before that, he led the demand and supply team for PepsiCo’s South Business Unit. He is the President of IBF New York Metro Chapter. He holds a BA from the University of Massachusetts and an MBA from Providence College. Take a moment to think about the statistical forecasting models in your demand planning system. How well do they capture all or most of the variables that have a bearing on what you are forecasting? In the consumer product industry, these ...