BayesiaLab
2013 Conference Roger Ares Brian Jung

About the Presenters

Roger Ares, VP of Analytics Brian Jung, Manager, Business Analytics Hyatt Hotel Corporation

Abstract

We often waste our wealth of market research data by simply calculate basic metrics and compare. We can leverage Probabilistic Structural Equation Models (PSEM) to uncover brands’ relative strengths and weaknesses. By doing so, we can clearly understand what are the preference drivers for the whole industry, competitors, and brands.


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