Discovering growth pathways for your brand:Harness the power of Structural Equation Modelling within your brand tracking studies

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Mar 12, 2024 14:00 - 14:45


Alexander Rummel, Managing Director, Aurum Research GmbH

Event details

Meeting Registration - Zoom

Speakers: Bilal Babar and Matt Turner, Hall and Partners

Convenor:  Alexander Rummell, Aurum Research


In this webinar we will discuss how you can supercharge your brand tracking studies with Structural Equation Models (SEM). We will explore causality and its importance in getting truly impactful insights

We will introduce the SEM as an alternative and more advanced way (vs more traditional Simple Regression and Shapley Value regression) to understanding drivers of prescribing and brand equity

The webinar will also cover how you can model Behavioural Science heuristics as part of a SEM framework to capture a more holistic understanding of prescribing behaviour

We will also discuss how you can build a strategy based on the insights from an SEM or refine an existing strategy

The webinar will benefit anyone who is involved in brand tracking studies and wishing to better understand how to drive brand growth