TRADE PROMOTION

PREDICTIVE MODELING SMOKE OR & OPTIMIZATION:

SUBSTANCE?

SHOULD YOU INVEST IN PREDICTIVE MODELING? At the recent Trade

Promotion Management Associates conference in Scottsdale, AZ, two

trade promotion experts, Gartner’s Dale Hagemeyer and Synectics Group

president Alex Ring, donned boxing gloves, and faced off to debate the

pros, cons, payoffs and caveats.