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Advanced Analytics
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. Decision Analyst’s Brand Equity Monitor™,
Customer Loyalty Simulator™, Marketing Mix Models, and choice modeling
experiments can be combined to give greater insight into consumers’
motivations and how to optimize brand strategy.
Marketing Decision Simulator
Often the results of modeling are incorporated into an interactive
Marketing Decision Simulator with a point-and-click design that allows for
future ”what if” scenarios to be explored. By changing inputs
(pricing, promotion, advertising, product features, competitive variables,
etc.), a full range of marketing decisions and competitive responses can be
explored. Armed with a Market Decision Simulator that understands “cause
and effect,” the brand manager is ready to do battle with the world. He
knows what actions to take, and the likely outcomes of those actions, before he
ever spends a cent. He is master of his brand’s destiny.
Our Advanced Analytic Services include:
Additional Resources from Decision Analyst
If you would like more information on
Advanced Analytics Services,
please contact Dr. John Colias by
email or call 1.800.ANALYSIS (262.5974).
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