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Analytical Consulting
The Advanced Analytics Group’s work can be characterized as the application
of “the scientific method” to the solution of business and marketing
problems. The Group’s central focus is the scientific determination of
“cause and effect” through rigorous research designs and carefully
controlled experiments.
What forces and variables are driving a brand’s success, or its failure?
What marketing levers must the brand manager pull to increase brand share and/or
increase profitability? If the brand manager spends more money on advertising,
for example, will sales of her widgets go up? Will the increase in sales pay
for the cost of the advertising? What might happen if the prices of competitive
widget brands drop by an average of 10%? What would be the impact of a new package
on sales or the impact of a new promotional program? These are the kinds of
questions that Decision Analyst’s Advanced Analytics Group helps answer.
Why does Decision Analyst put so much emphasis upon advanced
analytics and scientific methods? Traditional survey research methods, while
often yielding very useful findings, can also at times provide “false
echoes.” That is, traditional “question and answer” surveys
assume that every respondent is self-aware enough and smart enough to
accurately answer all of our questions. Often, these assumptions are simply not
true. Advanced analytics employs an array of indirect techniques, or implicit
measurements, to get at the underlying truth, the real reasons for
consumers’ behavior.
Marketing Strategies
A company’s positioning, advertising message, pricing strategy, brand
equity, and customer satisfaction are all parts of the marketing strategy equation
and interact with each other. You cannot fully understand one element and its
contribution to profitability without an examination of these other marketing
variables. That’s why we use the term “holistic” to describe
our approach.
Analytical Consulting
Decision Analyst’s strengths in statistics and mathematics, simulation,
modeling, and optimization provides the analytical foundation to address complex
business and strategy problems. Our Advanced Analytic services include:
Additional Resources from Decision Analyst
If you would like more information or would like to discuss a possible project,
please contact Jerry W. Thomas, President/CEO, at 817-640-6166 or jthomas@decisionanalyst.com,
or John Colias, Ph.D., at 817-640-6166 or jcolias@decisionanalyst.com.
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