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Conference Tutorials
“Forecasting Customer Responses to Competitive Entry in Telecom”
Dr. John Colias & Andrew Ma of the M/A/R/C Group
An explanation of how to use survey-based models to estimate the immediate market share impact of changes in the competitive landscape and how to design effective marketing programs will be offered in this tutorial.
Dr. John Colias is a Senior Consultant for M/A/R/C where he designs, implements, and interprets custom quantitative research, specializing in telecommunications and related industries. His work has focused on estimating new product/ service market potential, market share analysis with competitive entry, pricing strategies, measurement of customer brand value, and development of advanced segmentation tools. Prior to joining M/A/R/C, he held the position of Research Economist at BellSouth.
“Unlocking the Neural Network Black Box”
J. Stuart McMenamin & Frank A. Monforte, Regional Economic Research
This tutorial will provide practical guidelines for using neural network models for forecasting. The mathematical constructs underlying the most commonly used neural network models will be presented, and the steps involved in developing a neural network forecasting model will be demonstrated. Parallels will be drawn between neural network and regression models, and the pros and cons of neural nets for forecasting will be discussed.
Dr. J. Stuart McMenamin is Senior Vice President at RER and is a nationally recognized expert in the field of energy forecasting.
Dr. Frank A. Monforte is a Senior Econometrician at RER with responsibility for developing and implementing forecasting models for a wide variety of clients.
“Real-World Data Base Marketing”
Gene Ferruzza, Customer Management Services
Best practices of data warehouse, data mining, campaign management, customer communications and strategic marketing will be discussed, as well as getting all disciplines to execute in harmony. Attendees will be introduced to database marketing requirements and gain a good understanding of the major disciplines’ key concepts (illustrated with real-world case studies) and the conditions needed to leverage data for higher customer profitability.
Mr. Ferruzza is Senior Vice President at CMS and is an internationally recognized expert in strategic database marketing planning and implementation, as well as development and application of data marts, statistical and A.I. modeling, and decision systems for understanding and predicting human behavior. He has also worked as a consultant and instructor for HNC and NeuralWare.
Internationally Known Speakers
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