Michael is Head of Consumer Marketing at AIB, having joined AIB to lead the Customer Planning, Insight & Research team in 2013. Prior to AIB, Michael developed his marketing career in Diageo where he headed the Customer Planning and Research team in Ireland before being appointed as Global Customer Planner for the Guinness brand.
Michael has extensive experience in quantitative research tools and managed a number of econometric projects during his time in Diageo and AIB.
At DMX Dublin, Michael will be joining a panel on
How profitable is your advertising? Econometric Modelling in practice
Marketers create real value and growth for their companies. But we are less good at proving it to our CEOs and CFOs. Learn how Irish brands are using Econometric Modelling to prove how profitable their marketing is. This session tackles questions about what it is good at, what it is less useful for, best practice in modelling, as well as practical questions about the costs and timelines to implement.
Joining this panel discussion is Louise Cook, Managing Director of Holmes & Cook, Dr. Grace Kite, Managing Director at Gracious Economics, Michael Dargan, Head of Consumer Marketing at AIB & Ronan Brady, Managing Director of Data at Core. This panel will be facilitated by Paul Dervan, CMO at the National Lottery.