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Leader in Marketing Analytics

Marketing analytics: competitive advantage through smarter marketing

2Leader in Marketing Analytics

(Well Above

Average)

(Averagemarketingprogram)

(BelowAverage)

(Well BelowAverage)

Marketing Performance Critical Troubling Average Pleasing Amazing

Marketing Share Growth Precipitous Significant Modest Increase DramaticDecline Decline Decline Increase

New Product Success Rate 0% 5% 10% 25% 40%+

Advertising ROI Negative 0% 1-4% 5-10% 20%

Promotional Programs Disaster Un-profitable Marginally Unprofitable Profitable Very Profitable

Customer Satisfaction 0-59% 60-69% 70-79% 80-89% 90-95%

Customer Retention/Loyalty 0-44% 45-59% 60-74% 75-89% 90-94%

(Above Average)

The Bell Curve for Marketing Performance

Zone of ExceptionalMarketing

Zone of Death Wish Marketing

The objective is very simple.

To improve marketing performance.

The Opportunity for Marketing Analytics

Source: Copernicus Marketing Consulting

3Leader in Marketing Analytics

The Connected Marketing Analytics Process

GuideImplementation

PromoteReasonedDecisions

Build anAnalytic

Foundation

SupportOpportunity

Identification

ImproveCompany

Performance

Marketing Analytics

Opportunities

Profit Effectiveness Competitive advantage

New revenue Cost reductionProductivity

gains

ModelsDataDigital infrastructure

Structured processReal-timeInteractiveDistributed across

the organization

Action guidelines/ReportsWhat if capabilitiesIntegration with company

processes

4Leader in Marketing Analytics

DecisionPro: Capabilities

• Know-how

• Customizable Analysis Tools

• Front-end and Backend Support

5Leader in Marketing Analytics

DecisionPro Know-how

• Principals: Leading authors and thought leaders since 60’s; >50 years combined experience developing, testing, and applying leading-edge marketing analytics.

• Offerings:– Problem framing– Rapid modeling– Model deployment on Internet/Intranet– Seamless interface with client systems

6Leader in Marketing Analytics

Principals/ Co-Founders

Dr. Gary L. Lilien is Distinguished Research Professor of Management Science at Penn State and co-founder and Research Director of Penn State’s Institute for the Study of Business Markets (ISBM).

Dr. Arvind Rangaswamy is Jonas H. Anchel Professor of Marketing and Penn State and co-founder and Research Director of Penn State’s , eBusiness Research Center (eBRC).

Leader in Marketing Analytics

Marketing Analytics Implementations by DecisionPro Principals

• Resource allocation (3M, Pfizer)

• Segmentation & targeting (Sprint)

• Product repositioning (Exelon)

• Incentivising sales people using customer satisfaction data (Unisys)

• Promotional effectiveness (H J Heinz)

• Market entry strategy (PP&L)

• Retail expansion planning (Mobil)

8Leader in Marketing Analytics

DecisionPro: Capabilities

• Know-how

• Customizable Analysis Tools

• Front-end and Backend Support

9Leader in Marketing Analytics

DecisionPro: Sample of Leading-Edge Analytical Tools

• Market Segmentation

– Cluster analysis

– Choice-based segmentation

• Customer and Segment

Targeting

– Portfolio planning tools

– Multinomial logit analysis

• New product design & forecasting

– Conjoint analysis

– Positioning analysis

– Pre-test market models

– Bass diffusion Model

• Marketing budgeting and

allocation–ReAllocator

–GE/McKinsey Portfolio

10Leader in Marketing Analytics

DecisionPro: Capabilities

• Know-how

• Customizable Analysis Tools

• Front-end and Back-end Support

11Leader in Marketing Analytics

DecisionPro Support

• Team to sell analytics-based solutions to clients.• Customize/embed scaleable components within

systems.• Training in application of analytics.• Technical & analytical application support.• Host applications and modeling results.• Provide customized models that can be

embedding in client systems

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Leader in Marketing Analytics

Marketing analytics: competitive advantage through smarter marketing

www.DecisionPro.biz