Optimal Marketing Strategies Using Business Data
Spain
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Opti-Market
Consulting was founded in 1997 in Chicago, USA. Now located in Madrid,
Spain the company has leveraged its expertise in statistical modeling,
marketing research, and marketing strategy to conduct marketing projects
for some of the world's leading companies.
What makes Opti-Market Consulting standout from other marketing consulting
firms and marketing research companies is our expertise in analyzing business
data from customer surveys, company databases, or the Internet to produce
new marketing information and new marketing strategies. Our emphasis on
advanced research and statistical modeling techniques has allowed us to
assist companies with a variety of marketing projects within a broad array
of industries.
Below is a sampling
of the different marketing projects where we have applied our statistical
modeling techniques and marketing strategies.
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Marketing Experience |
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New Product Design |
Market Segmentation |
Prospect Identification |
Customer Valuation |
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Brand Equity Measurement |
Promotion Targeting |
Cross-Selling Initiatives |
Demand Estimation |
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Image Positioning |
Price Setting |
Customer Retention |
Sales "Hook" Creation |
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Sales Force Management |
Sales Channel Management |
Market Selection |
Advertising Research |
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Competitive Strength / Weakness Analysis |
Equal Sales Territory Creation |
Internet Promotion |
New Product Introduction |
Marketing Strategy & Research
Opti-Market Consulting has applied its marketing strategies and statistical modeling techniques to a wide range of marketing projects in many different industries. By gathering specific information about your company via our marketing research and statistical analysis, we can apply our knowledge of the best marketing practices of many firms to your company's situation to provide you with ideas that are both based on the feedback of your customers and proven to work by the experience of others.
Our expertise lies in:
- Identifying marketing opportunities
- Identifying and obtaining the information that would be critical in evaluating those opportunities
- Marketing and statistical analysis of data to produce marketing advice
- Conveying the conclusions drawn from often complex situations and analysis methods into easily understood action steps
- We do
not internally maintain the equipment for, or have a bias towards using,
any particular data collection method, but we frequently work with data
collection companies with local language and cultural expertise to conduct
focus groups and telephone interviews, mail questionnaires, or perform
other similar services.
Custom Marketing Models:
Unique problems are what make our work interesting and we encourage clients to imagine what they would like to be able to do and let us figure out how to do it. New business problems and new solutions to old business problems are what keep us up at night and we would love to talk to you about how we might approach improving your business performance.
Opti-Market Consulting is familiar with a wide range of statistical modeling techniques, which are applicable to different problems. A few of the statistical techniques we use are listed below:
Multinomial Logistic Regression
DCM™
CASS™
Shrinkage Estimation
Conjoint Analysis
Discrete Choice Modeling
OLS Regression
Time Series Analysis
Stratified & Cluster Sampling
Non-Parametric Equivalents
Bayesian Statistical Methods
Clustering Techniques
Genetic Algorithms
CART™
CHAID
Factor Analysis
Discriminant Analysis
Break-even Regression
Piecewise Regression
Graduated Significance Testing
Coding Scheme Analysis
Goal-Based Distance Measures
Bootstrap Aggregation
Adaptive Resampling
Although we are familiar with a variety of modeling techniques, it is not uncommon to be confronted with new business and technical problems requiring slightly different or even unique solutions. We invite you to bring us your data and your dreams.
Internet Data Modeling
Every click of a web site visitor's mouse reveals a choice, a request for information, the impact of previous information, and leaves a trail of gold for marketers. Opti-Market Consulting can use the visitor logs that are automatically created by every web site, as well as information collected by more sophisticated web sites, to provide marketing knowledge that will be valuable both on-line and off.
Here are a few of the marketing insights that Opti-Market Consulting can provide clients as well as some other points of interest to those looking to mine their web data:
Understanding Customers
Improving Communication
Customer Research at Your Site
Product, Selection, and Pricing Improvements
Common Internet Analysis Mistakes
Customer Choice Models
For Designing New Products, Estimating Market Shares and
Building Brand Equity
Product designers often know how to change a product to make it more appealing to customers. What they don’t always know is how many more customers will choose to buy the new product instead of a competitive product, or how much more customers will be willing to pay for a given product enhancement. Choice / Conjoint Models answer these and other questions. Dispersed Choice Mapping™ answers them better.
General Benefits
1. Aids the design of new products by measuring the value consumers’ place on specific attribute changes in products store interiors, sales channels, etc.
eived as the most valuable by measuring changes in product choices and product preferences.
Measures the value consumers’ place on specific brands so that the value of the brand can be determined.
Multiple choice tests can therefore measure changes in brand preferences and allow marketers to evaluate the progress of efforts to build a brand’s image and reputation.
2. Predicts market share for new products
Shows which competitive products will lose market share so that the number of consumers switching from a competitive product can be maximized and the number of consumers switching from one of our client’s other products can be minimized.
Shows which consumer groups make up the market share for the new product
Advantages of Dispersed Choice Mapping™
1. Much more detail is provided about how consumers value product attributes.
2. DCM market share estimates are more accurate.
They use more of the information provided by consumers to estimate market shares instead of assuming a convenient formula for converting product preferences into market shares as is done by all of the leading competitive techniques. They account for the combined effects of multiple attribute changes (or variable interactions) without adding complication for the survey participants. They avoid biasing results due to specific survey designs.
Targeted Marketing
Targeting high-volume or especially receptive consumers is one of the
best ways of increasing a company's return on its marketing investment.
Whether the goal is customer acquisition, retention, or cross-selling,
accurate identification of receptive consumers can dramatically increase
the return on marketing investments by realizing the majority of the
value for a fraction of the cost.
Why Integrate Marketing with Statistical Analysis?
There is no question that any effective statistical analysis requires
the analyst to have a thorough understanding of the statistical methods.
But it is equally true that possessing a clear insight into buying behavior
can play a major role in the predictive accuracy of marketing models.
The main reason for enhancing statistical techniques with knowledge
of consumer behavior is to make the statistics much more accurate.
Imagine, for example, that a car manufacturer has a list of previous
customers and is trying to target likely buyers of a new family car.
To support its marketing efforts, the manufacturer has bought outside
vendor data concerning the types of other cars previously purchased
and the age of the customers' family members. This information may be
enough to make some estimate about the customer's next purchase.
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However, by applying some insight into the possible buying behavior of prospects, the car maker could use the available data to derive a more actionable level of information. This improved, refined information does a better job of increasing profitability by making a better purchase prediction.
At Opti-Market Consulting,
we apply modeling techniques and marketing savvy jointly to increase predictive
accuracy, and this increased accuracy means more bottom-line profits for
our clients.
Industry Experience
We have applied the above techniques as well as a variety of marketing frameworks and consumer psychology concepts to solve marketing and business problems in the following industries and more:
Automotive
Aviation
Banking
Business Machines
Catalog Marketing
Chemicals
Computer Hardware
Computer Software
Cosmetics
Electrical Utilities
Insurance
Parcel Delivery
Publishing
Pharmaceuticals
Telephony
Transportation
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