When I was working with the Hendry system, addressable marketing on a one-to-one basis did not really exist as it does today. However, I know Hendry was used for allocation of marketing funds by large marketers across sales territories and DMAs as the share and repeat rate combination for a brand would be different in each market, leading to different optimal spending levels. In that way, we would agree and our work would represent a modernization of marketing recommendations from similar underlying principles.
When I was working with the
When I was working with the Hendry system, addressable marketing on a one-to-one basis did not really exist as it does today. However, I know Hendry was used for allocation of marketing funds by large marketers across sales territories and DMAs as the share and repeat rate combination for a brand would be different in each market, leading to different optimal spending levels. In that way, we would agree and our work would represent a modernization of marketing recommendations from similar underlying principles.
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