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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Large Scale Multi-Country Segmentation and Targeting for a Leading Mobile Phone Operator Using Latent Class
Modeling on Both Behavioral and Attitudinal Data. Kantar, MTS, MaPs collaborated. They presented on the complications of collaboration, their keys to successes, their analysis process, innovation and implementation. The presenters included, Marc O’Regan, Director of Behavioral Insight at Kantar & Ashok Kalidas, Vice President of MaPS & Oleg Reshetin, Project Director of MTS & Olga Maksimova, Consumer and Market Insight Director of MTS.