DecisionPro, Inc - Marketing Engineering & Analytics
Archived Commercial Webinars
Professors Gary Lilien, Arvind Rangaswamy, and Arnaud De Bruyn have given series of commercial webinars on the topic of Marketing Engineering.
Measuring Customer Lifetime Value ME>XL
What this Webinar Will Cover
In this free webinar, Dr. De Bruyn reviewed the Customer Lifetime Value model approach with the ME>XL tool.
Archived Recording
New Technology Forecasting with the Bass Model ME>XL
What this Webinar Will Cover
In this free webinar, Dr. Rangaswamy reviewed the Bass model approach for new technology forecasting with the ME>XL tool.
Archived Recording
Market Resource Allocation with ReAllocator ME>XL
What this Webinar Will Cover
In this free webinar, Dr. Lilien reviewed the response model approach linking marketing spending decisions to market outcomes using the Resource Allocation ME>XL tool.
Archived Recording
Product Design and Customer Segmentation with Conjoint Analysis ME>XL
What this Webinar Will Cover
Are you unable to realize a price-premium for your new offerings? Are you unsure how to build in the features into those offerings that give your firm a competitive edge? If your answers are yes, then this webinar is for you.
Research shows that if you build competitive superiority into the offering at early stages of development, you are more likely to have a successful new offering at the end of the pipeline. To build such superior offerings requires an understanding of the tradeoffs customers make when evaluating them relative to the existing options in the market. Conjoint Analysis is a proven and widely used technique for measuring how customers will make tradeoff decisions in evaluating product options that are available, or will become available in the marketplace.
In this webinar, Dr. Rangaswamy will provide a practical and intuitive introduction to Conjoint Analysis. Using real examples, the presentation will cover:
- The need for understanding customer tradeoffs in product design
- Overview of Conjoint Analysis methods
- Demo of the new ISBM supported Marketing Engineering for Excel (ME>XL) software that you can use to implement a “quick and dirty” Conjoint Analysis study at low cost
- Potential applications
- Pitfalls to avoid
Archived Recording
B-to-B Segmentation for Greater ROI with Cluster Analysis ME>XL
What this Webinar Will Cover
Modern marketing programs are built around the concepts of segmentation and targeting, i.e.. the allocation of business resources in concert with segmentation. Ted Levitt went so far as to say that "If you are not thinking segmentation, you are not thinking," at least in a business sense. Yet most B-to-B segmentation efforts are failures either because they have not been implemented or because they have not demonstrated significant business value.
There is both an art and a science to segmentation. In this webinar, Dr. Lilien will sketch the art of successful segmentation, outlining the concepts and processes that have been organizationally and financially successful in B-to-B organizations.
He will then focus on the science of segmentation: not the science of high end applications, but the quick and dirty, do-it-yourself science (or rather, engineering) involved in getting an actionable segmentation up and running quickly.
Dr. Lilien will illustrate the approach using the cluster analysis tools in the new ISBM-supported software, MEXL (Marketing Engineering for Excel), which should remove some of the mystery and apprehension about the approach. He will conclude by discussing how participants can make immediate use of the concepts and the related software.
Archived Recording
Segment Targeting and Prioritization for Greater Profit with ME>XL
What this Webinar Will Cover
Marketing decisions often require tough choices: which individual customers or market segments to focus on and which not? Which new product opportunities to prioritize and which not? Which geographies to enter and in which order? All too often such difficult, politically charged decisions are driven more by rhetoric than by systematic analysis.
While there are some quite sophisticated ways to address these problems, this webinar will outline a simple, six step process that replaces rhetoric. That process, the GE/McKinsey Matrix approach, identifies the steps and the information needed to develop a simple, visual representation of the options available and the tradeoffs needed to reach a decision.
In this webinar, Professor Lilien will introduce the basic principles of ranking and prioritization using the GE/McKinsey approach. He will discuss how the approach works and how it has been used to help build consensus around such decisions in complex, multi-stakeholder environments.
He will then illustrate the approach using the templates and tools in the new ISBM-supported software, MEXL(Marketing Engineering for Excel) and will conclude with a discussion about how participants can make immediate use of the concepts and the related software.
Archived Recording
Product Positioning in the B-to-B Marketplace with ME>XL
What this Webinar Will Cover
Positioning is the battle for the customer's mind. What position does your brand hold in the mind of your customers and prospects, and what positions do your competitors hold? How can we get inside the mind of the customer to find out?
Many marketers use perceptual and preference maps to scope out the landscape of customers' minds. These maps take stated, numerical evaluations of the key brand attributes as rated by customers and translate that information into a picture or map. Perceptual maps provide pictorial representations of the marketplace that are much more useful to managers than anecdotes or even rich numerical data. These maps do for a marketer what EKG charts do for a cardiologist seeking a quick but comprehensive diagnosis of a patient's condition.
In this webinar, Professor Lilien will introduce the basic principles of using perceptual maps for product positioning. He will then illustrate the approach using new ISBM supported software, Marketing Engineering Release 3.0, and will conclude with a discussion about how participants can make immediate use of the concepts and the related software.
