Dr. Gary Rozal, PhD, is a Principal Analyst and Data Scientist at Saatva, bringing over 30 years of experience in applying statistical methodology to business and marketing. He specializes in Marketing Mix Modeling (MMM) and data mining to help brands maximize the impact of their marketing investments. Gary holds a Ph.D. from Yale University and is a co-author of "The MAP test for multimodality", published in the Journal of Classification. His innovative work also extends to patent-holding inventions in behavioral change technology. Gary remains at the forefront of the industry through several professional certifications and frequent guest lecturing activities.
Sessions
Apr 29
4:45 PM - 5:05 PM EDT
Blue Stage
Brand & Growth Strategy
Media
Marketing & Advertising
Beyond the Gold: Why Awareness Isn’t Enough for Saatva’s Olympic Leap
Most brands settle for a spike in awareness after an Olympics investment, Saatva isn’t most brands. Join quantilope and Saatva to see why traditional tracking is only half the story. Explore how CEPs and Mental Availability transformed Saatva’s “Restorative Sleep" objectives into a data-driven blueprint for market share. See how a challenger brand strengthens its positioning and scales with speed. Key Takeaways: 1. Move Beyond Awareness: Learn why traditional tracking is only half the story for major brands. 2. Science of Scale: Master Category Entry Points (CEPs) and Mental Availability to grow market share. 3. The Challenger Blueprint: See how Saatva uses data to strengthen positioning in a fast market.
