Marketing Optimization Modeling

Combining the power of single-source data collection with advanced modeling techniques, our Professional Services team of Marketing Scientists deliver unparalleled insight and actionability in allocating marketing resources and improving return on marketing investment.

Analytics need to focus on identifying, explaining, and quantifying the potential choices for the brand.

What we believe

Too many marketing mix measurement systems quickly dismiss some marketing activity as ineffective or inefficient – particularly digital, social and longer-term brand orientated marketing.  This is because most measurement and evaluation tools attempt to quantify the immediate and direct impact on sales in a tactical fashion only, but marketing is far more strategic and sales performance is often driven over a longer-term horizon.

Marketing analytics are valuable if they lead to action; and action only happens when the various stakeholders can make a clear decision of the business trade-offs across the alternatives available.

What we deliver

  • The drivers of your current performance
    We break down the sources of change in sales in the recent past (this year versus last year, this quarter versus previous quarter or same quarter last year, etc.) by time period (given week within the quarter), product line (potential SKUs in the portfolio), geography (markets or channels in the country), or segment (types of customers and consumers) to isolate the precise gains and losses of the brand to create a platform for simulating what happens next.
  • An Evaluation of the response to changes in marketing mix
    As you marketing changes in the market place, we capture and analyze the response to those changes and their impact on your business. From changes to promotions from a paid, owned, and earned media perspective as well as product, price, and place activation – and all across the multiple stages of consumer engagement (awareness, consideration, intent, purchase, and recommendation) – we capture the impact of those changes
  • We deliver the following key metrics on the impact of change
    Effectiveness – how much you get for doing something, usually expressed as revenue generated
    Efficiency – how your spending worked to get results
    Return on Investment – was it a good decision you made in terms of return
  • Recommendations on what to do next
    We help you adjust your marketing spending as a way to achieve the upcoming goals for your business; our recommendations are designed around helping you make the right choice for your brand
  • How much impact your choices are going to make to your business
    Recommendations are great, but quantification of the expected outcome of the recommendations is really important. In other words, what am I going to get if I change the course or stay the course?

We help you pick the best choice moving forward for the brand and setup strategies to provide alerts as well as course corrections in the tactical delivery of the plan.

Why We’re Different

  •  We understand the brand strategy, the financial goals of the planning horizon, the business constraints (supply-side and demand side), the potential opportunities, and expected threats to establish and maintain the right conversation about the future choices of the brand.
  • We build an Integrated Database leveraging fusion techniques that present the history of the brand (marketing stimulus and response), the competitive landscape (consumers, customers, competitors including new entrants or potential substitutes, and channels), as well as the overall market drivers (governmental, economic, cultural, and technological factors) to cover all of the possible alternatives available when designing the future choices of the brand.
  • We combine econometric modeling and stochastic simulation engines to properly explain the various interactions in integrated database, their magnitude, and their significance to provide confidence in weighing the trade-offs between future choices of the brand.

Todd Kirk

Todd-KirkMr. Kirk began his hands-on marketing science career with Coca-Cola under Sergio Zyman who increased case volume for the global beverage brand from 9 to 15 billion cases a year.  He is a specialist in next generation models, deploying vector autoregression, which is the primary method used by Chris Sims resulting in Sims’ Nobel Prize.  Mr. Kirk was Senior Vice President at IRI and Vice President at Media Marketing Assessment (MMA), later acquired by Aegis.  He is a partner at Marketing Productivity Group and his formal training was at Miami University’s Farmer School of Business and the Australian Graduate School of Management.

 

Duncan Houldsworth

duncanDuncan brings over 16 years experience in both the UK and US working for major service providers like Experian, IRI and Omnicom. Most recently Duncan led Analytics and Competitive Intelligence for Time Warner Cable and headed up a large cross functional team that was responsible for the marketing database, business intelligence, marketing optimization and consumer insights. Throughout his career Duncan has been involved in the application of data and insights in a variety of industries including retail, consumer products, consumer tech, telecoms and automotive.  Duncan has a BA in Political Science from Warwick University, an MSc in Marketing Strategy from Nottingham Business School, both in the UK, and an MBA from The Kellogg School of Management – Northwestern University.