Online Program

Friday, February 22
PS2 Poster Session 2 (with refreshments) Fri, Feb 22, 4:45 PM - 6:15 PM
Napoleon Ballroom

Optimization of the Media Mix in the Healthcare Industry

View Presentation View 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.