Welcome to the Knowledge Base

A spreadsheet tool for determining the potential payback from a hypothetical CRM campaign.

This simple decision tree tool looks at the uncertain economic outcomes of launching a new product versus staying with the current one and asks whether or not more marketing research is a wise investment.

This Forward ROI model demonstrates one way to ascertain the remaining potential of a project which may not have achieved its original objectives.

Here we show you a simple Excel-based tool that can be used to judge the effectiveness of a wide range of marketing programs, including advertising, couponing, tradeshows, and direct mail. See our sample problem and then input your own test and control data.

A brief tutorial on how to use Markov chains to predict market changes.

The numbers are in and the test markets seem to have incremental lift over the controls. But was it really the program driving sales, or just coincidence? Here's a quick approach to being sure.

How can you measure the impact of loyalty initiatives when you can't construct clean test/control groups? See our latest T&T for an alternative approach.

Response models can help you determine which approach most likely will improve profits while you're building alignment in emotionally and politically charged debates.

Agent-based modeling can help you smoothly navigate through customer congestion to accelerate sales.