28th November 2011, 5:30pm
O.R. within Consumer Marketing – from simulation to optimisation, Chris Doel (Head of Marketing Analytics, Virgin Media)
Abstract
Commonly found under the name of analysis, operational research techniques are increasingly being employed within the marketing departments of large consumer facing businesses. The reason for this is that the application of scientific methods has proven benefit when trying to increase return from multi-million pound investment in advertising and direct marketing. This talk will provide some background to the type of activities that are undertaken within such marketing departments and provide an overview of the applications of O.R. that are utilised to raise efficiency. Examples will be discussed involving techniques such as mathematical modelling, simulation, multiple linear regression, clustering and optimisation.
Chris Doel is Head of Marketing Analytics within Virgin Media which is the major supplier of quadruple play media services in the UK, consisting of cable television, broadband internet and home and mobile telephone. Starting his O.R. career as a research fellow at University College London, he has worked in a number of organisations including British Airways, the Home Office and Vodafone. He is currently on the panel of O.R. Society members that adjudicate on certification to the accreditation scheme.
Venue: Room NW604, 6th Floor, North Wing, Main Building, Aston University
No charge is made to attend meetings and non-members are welcome.
