On Friday, April 25th, we hosted the webinar “The most effective promotion”, as part of our spring cycle of SKIM webinars.

About the webinar

Companies are often pressed to do more with less, managing frugal operations with ever tightening budgets. Marketing managers are requested to allocate their marketing dollars more efficiently to instigate change in consumers and gain incremental users to their brands; however, the available body of knowledge on promotion effectiveness is often incomplete, disaggregate, and sometimes anecdotal.

SKIM takes on the challenge of systematically measuring and comparing the effectiveness of 20+ types of promotions across 4 countries, for two CPG product categories. To add a fundamental layer to our understanding of what works and doesn’t work across markets, we aim to identify key underlying behavioral economic principles driving the success of certain promotions.

Our presenters

Juan Andrés Tello, Senior Director Americas
Ellen Lueb, Senior Research Analyst

Please note that loading the webcast on this webpage might take some time due to the length of the video. If it takes too long, it might be helpful to click here to view the video on youtube.com.

If you are unable to view the slides on this page or you’d like to download the presentation file, click here to view our slides on SlideShare.