Advanced Marketing Solutions For Strategic Decision-Making

Advanved Research Solutions For Strategic Decision-Making

THE MARKETING ANALYSTS is concerned with helping clients identify, select and implement successful marketing strategies.   Our intent is to provide our clients with advanced research solutions to improve the quality of strategic decision-making.

Clearly, the right strategic decision-making produces the positive outcomes that every organization seeks.  However, wrong decisions may produce disastrous results.  As example, here are some startling statistics from well-known American retailers:

•             1990 – 2004         Circuit City grew from $2 billion to $9.75 billion.  Five years later, the company filed for bankruptcy.

•             1930’s   Sears Roebuck and Montgomery Ward were about equal in sales and profits.  Twenty years later, Sears was about three times larger than Montgomery Ward.  In 2001, Montgomery Ward closed all of its remaining stores.

•             1991       Walmart surpassed Sears and Kmart to become the largest US retailer.  Today Walmart is the largest retail company in the world and is becoming one of the largest grocers in the US.

While these examples are dramatic, every organization is affected by strategic decisions. Thus every company must plan and act strategically.  You can uncover the information you need through numerous ways—from online research to focus groups to predictive models.  With effective market research, we can help you determine the need for your service or a product’s likelihood to sell, target-market demographics, and determine desirable store locations. To help you meet your target market’s needs, we offer a leading collection of tools, resources and professionals.

THE MARKETING ANALYSTS can help you.

Conjoint Analysis • Marketing Mix Models • Brand Maps • Market Segmentation • Product Line Management • Sales Forecasts • Advertisement Optimization • Data Mining • Market Basket Analysis • Customer Retention/Predictive Customer Churn

Dallas, Texas • Fort Myers, Florida • Sofia, Bulgaria • Cologne, Germany • Moscow, Russia

US TOLL FREE: 866-371-4863
INTL: 239-243-0767
FAX: 480-393-5183
Email: info@themarketinganalysts.com

Using Statistics To Optimize Your Advertising ROI

Through multivariate statistical analysis, THE MARKETING ANALYSTS can take several advertising concepts and determine the most effective design that will maximize your advertising ROI.  Regardless of the hundreds of combinations of variables (different prices, offers, imagery, text, size, placement, color, etc.) that your copy tests involve, we can quickly reduce our testing to a dozen simple experiments that run simultaneously.  Instead of considering one variable at a time, our methodology tests all variables at once, this is why the number of tests can be so small. With our proven approach, we identify the best method to maximize your advertising campaign’s results.

To learn more about our advertising tests, visit our advertising concept and copy test page today or contact us for additional information.

US TOLL FREE: 866-371-4863
INTL: 239-243-0767
FAX: 480-393-5183
Email: info@themarketinganalysts.com

Copytesting Procedures That Maximize Advertising ROI

Advertising Copytesting

Although copytesting is widely used throughout the world, most of it is low quality and unreliable.  Often, it is unclear as to what is actually being evaluated.  Only rarely do copytesting studies provide any insights into actual performance.

To ensure the success of your advertising campaign, THE MARKETING ANALYSTS believes advertising research must comply with the following principles.

1. Copytesting should provide measurements that are relevant to the specific objectives of the advertising campaign.  For example, if the objective of an advertising campaign is to evoke emotional appeal, a measure of day-after recall would be appropriate.
2. Copytesting research should provide actionable insights and recommendations that project the campaign’s success or failure.  If the research suggests that the campaign will not achieve performance objectives, the campaign maybe be cancelled or media distribution maybe scaled back.
3. Copytesting should rely on multiple performance measurements.
4. Copytesting should be based on measurements of human response.  This includes the reception of a stimulus, the comprehension of the stimulus and a measureable response to a stimulus.
5. Copytesting research should suggest the number of exposures required to produce a stimulus.
6. Copytesting should attempt to duplicate an actual environment (clutter, competitive offerings, etc) where the ad is scheduled to be placed, received, processed and responded too.
7. Copytesting should take into account basic sampling considerations.
8. Copytesting should be based on reliable and valid research methodology.

While these principles establish a high set of standards, they should be regarded as necessary.