|Friday, February 22|
|PS2 Poster Session 2 (with refreshments)||
Fri, Feb 22, 4:45 PM - 6:15 PM
Optimization of the Media Mix in the Healthcare IndustryView Presentation *Dominique Haughton, Bentley University and Universite Toulouse I
Keywords: Health care analytics, Hidden Markov Chains, Media Mix Modelling
Optimization of the media mix in the healthcare industry
Dominique Haughton (Bentley U and U. Toulouse), Guangying Hua (Epsilon), Danny Jin (Epsilon), John Lin (Epsilon), Qizhi Wei (Epsilon), Changan Zhang (Bentley U and Epsilon)
This talk will report on the results of an NSF funded collaborative effort between a business university and a leading database marketing corporation on issues related to the marketing mix in the pharmaceutical industry.