Question
Topic: Strategy
Can Models Guide Allocation Strategy In Hi-tech ?
Related Discussions
- Go To Market For Two Divisions
- When To Give Up On B2c Efforts
- Assessing A New Market
- Innovative Marketing Campaign Ideas
- Innovative Marketing Campaign Ideas
- How To Classify A Competitor/manfacturer
- Real Estate Company Unique Value Proposition.
- Nps Strategy & Change Management
- Recommendations: Campaign Planning/execution Tool
- Pricing Method Under Unstable Cost Of Raw Material
- Search more Know-How Exchange Q&A
Community Info
Top 25 Experts
(Strategy)
- Jay Hamilton-Roth82,374 points
- mgoodman77,239 points
- Chris Blackman45,171 points
- Peter (henna gaijin)32,342 points
- Gary Bloomer31,478 points
- telemoxie31,185 points
- Frank Hurtte27,231 points
- wnelson19,605 points
- SteveByrneMarketing14,082 points
- steven.alker14,021 points
- Blaine Wilkerson10,495 points
- Deremiah *CPE8,993 points
- SRyan ;]8,117 points
- darcy.moen7,754 points
- Pepper Blue7,080 points
- koen.h.pauwels6,085 points
- cookmarketing@gmail.5,512 points
- saul.dobney5,390 points
- Mushfique Manzoor5,128 points
- ReadCopy4,812 points
Just came out of an interesting meeting with the marketing department of a leading mobile phone service provider in my host country, Turkey. One of the marketing managers was very sceptical of any attempt to use (marketing mix) modeling to advise on the likely ROI of future actions, because 'things change overnight in our sector', e.g. when a competitor offered a service for free, all the market dynamics changed. When I pushed her further, she did mostly refer to the annual forecasting/planning for the budget cycle, but she remained unconvinced when I tried to make my case for the value of Marketing Mix modeling in shorter time frames (they have and review daily data).
So my question to you: what is your experience in high tech / telecom sectors: does (marketing mix) modeling work and what needs to be adjusted as compared to more stable environments (eg consumer packaged goods)? Do you have any success stories to share?