Beyond Traditional Mix Modeling
| Title: | “Beyond Traditional Mix Modeling” |
|---|---|
| Presenters: |
Dr. Roy W. Ralston, Polaris Research, Inc. Ms. Amy Bartle, La Quinta Inns & Suites |
Abstract:
Marketing Mix Modeling has been the accepted method to provide measurement and insights for the effectiveness of offline media channels (print, broadcast) for many years. As media tactics change, new channels develop and companies seek a holistic view of all media channel interaction, mix modeling can provide actionable insights into the interchannel effectiveness of digital and non-digital media interaction.
Dr. Roy W. Ralston, Polaris Research, Inc.
Marketing Mix Modeling has been the accepted method to provide measurement and insights for the effectiveness of offline media channels (print, broadcast) for many years. As media tactics change, new channels develop and companies seek a holistic view of all media channel interaction, mix modeling can provide actionable insights into the interchannel effectiveness of digital and non-digital media interaction.
Ms. Amy Bartle, La Quinta Inns & Suites
Ms. Amy Bartle is currently the Director of Media and Digital Marketing for La Quinta Inns & Suites, where she directs strategy, planning and execution of a multi-million dollar media budget across traditional and digital media platforms.Ms Bartle has extensive marketing and hospitality experience. Over the past 14 years, she has held Corporate Director positions in brand management, marketing analytics, electronic distribution and revenue management for La Quinta Inns & Suites. Prior to that, Ms. Bartle was Corporate Director of Revenue Management for Red Lion and Doubletree hotels. Her background also includes full-service and resort hotel management encompassing hotel operations management, food & beverage management and revenue management/analytics for IHG, Starwood and Red Lion hotel properties.Ms. Bartle received a bachelor’s degree in Liberal Studies/Marketing from Texas Wesleyan University.She is an active member and board member of the Dallas-Fort Worth Interactive Marketing Association, as well as an active participant in the iMedia professional community.
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