Effectively Delivering the Brand Health and Competitive Landscape Analyses by Leveraging Probabilistic Structural Equation Models (PSEM) and Dynamic Visualization Tools

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.