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Analytics & Modeling

From modeling to simulations, analytical competency is a foundation for insight into your marketing effectiveness. Sound analytics often help reframe the problem and reveal possible solutions.

Articles

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How to Mess Up your Marketing Plan in One Simple Step
Modeling the Real Return on Marketing Investments
Meeting of the Minds: Marketing Models: Is There a Better Mousetrap?
Is your Mix Model Leading you Astray?
Word of Mouth - What you Should be Measuring

Case Studies

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Case Study
Palo Alto Software Updates Marketing Savvy with Multivariable ...
See how the software developer revved up ...Read Case

Webcasts

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11.12.2009
Meeting of the Minds: Marketing ...

Blog Posts

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Marketing Mix Model Masochist
Metrics That Help Catch Lightning in a Bottle
Question of the Week: Would my company benefit from a marketing mix model?
"That is the Big Challenge" says Eric Schmidt
Backwards Think Sometimes I

Interviews

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Q&A with Tom O'Toole (Hyatt)

I Need To...

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Know how much I should spend on marketing.
Allocate spending to achieve the best results by product, channel, segment, etc.
Balance short- and long-term payback while still generating growth.

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Just Give Me a Number: How to ...

Next time you're put on the spot for a best-guess number, here's an approach to improve your accuracy without delaying the response.
 
 
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