Insight Brief
Promotion Response Modeling Advanced Techniques for Optimizing Sales Forces and Promotional Spend
Jan 19, 2024
Promotional response modeling is a statistical analysis method that measures the sales impact of promotional activity delivered by sales reps, commonly conveyed as face-to-face sales calls on customers. While promotion response modeling can have many different applications, this paper examines its utilization within the pharmaceutical industry. Initially it will address the most traditional application, optimizing the productivity of field sales representatives, then cover newer applications to optimizing other forms of promotional activity.