August 23, 2009

OMS: Mini-Primer

Some of you are looking for less theory, more practicality, as you explore the Online Marketing Simulation framework.

Let's start at a very simple level.

This spreadsheet, from my Multichannel Forensics work, simulates migration of customers across just two channels.

The exact same concepts that are at work in a 2-channel Multichannel Forensics five year simulation apply to a 100x100x100x100x100 segment migration (future customer value, advertising channels, physical channels, merchandise preference) in the Online Marketing Simulation framework.

If you can understand 2x2x2x2x2, you can conceptualize 100x100x100x100x100, or 1,000x1,000x1,000x1,000x1,000!