1. Incremental Sales Modeling
Concepts in Marketing Program Measurement

2. August 8, 2011
Improve performance, predictability, and sustainability
Copyright (C) 2011 The Bryden Group, LLC
Why an Incremental Model?

Incremental models help...

3. Evaluate opportunity cost among marketing investments 4. Identify cost structures that impact profitability 5. Evaluate offers and creative techniques that drive behavior 6. Evaluate categories that drive performance 7. Assess trends in customer behavior