Our software package provides tools to help address most of the common marketing problems:
- Segmentation, Targeting and Positioning (STP)
- New Product Decisions
- Sales Forecasting
- Advertising and Communication Decisions
- Salesforce and Channel Decisions;
- Pricing
- Sales Promotion Decisions
The academic version of Marketing Engineering for Excel contains the following marketing models:
| What you put in... |
What you get out... |
- Market potential for new products
- Historical sales data OR selection of analogous products
- Advertising and pricing plan
|
- Sales/adoption rate forecast for new product
- Sensitivity of sales forecast to marketing activities
- Ability to link to revenue and profit projections
|
|
| Read more... [Bass Forecasting Model] |
| What you put in... |
What you get out... |
- Customer ratings of a set of real or potential product offerings, defined by their key attributes
- Market share of existing products
- New product profiles
|
- Customers' preferences and responses to new products
- Relative worth of product attributes
- Optimal product design
- Market share estimates for alternative products
- Drivers for purchase choices
- Customers' willingness to pay for product attributes
- Potential incremental revenue from new offerings/features
|
|
| Read more... [Conjoint Analysis Model] |
| What you put in... |
What you get out... |
- Customer's choice data for alternative offerings
- Customer ratings of alternative offerings on their key attributes
|
- Purchase probabilities, predicted and observed choices of customers
- Factors influencing customer choice, including brand as well as performance attributes
|
|
| Read more... [Customer Choice (Logit) Model] |
| What you put in... |
What you get out... |
- Observed churn rates
- Customer acquisition cost
- Number of customers/segments
- Gross margins by segment
- Customer transition probabilities across segments
|
- Value of current customer base
- Time required to recoup customer investments
- ROI on customer/segment investments
- Size and profitability of customer segments over time; sensitivity to marketing investment plan
|
|
| Read more... [Customer Lifetime Value] |
| What you put in... |
What you get out... |
- SBU, product, or segment ratings on key attributes
- Importance of these attributes to the firm
|
- Visual representation of relative attractiveness of SBUs, products, or market segments on a 2-dimensional map
- Sensitivity of map to attribute importance scores
|
|
| Read more... [GE/McKinsey Portfolio Matrix Model] |
| What you put in... |
What you get out... |
- Customers' rating of focal brand and key competitors on dimensions of merit
- Individual customer preference ratings of all competitors
|
- Perceptual map, showing which brands are closest to one another
- Attributes that differentiate brands
- Locations of individual customer preferences
- Projected market share associated with current and new positions on the map
|
|
| Read more... [Positioning Analysis and Perceptual Mapping Model] |
| What you put in... |
What you get out... |
- Number of market segments, products, geographies or other basis for resource allocation
- Current level of spending and associated sales
- Profit margins
- Response functions - how sales would change if spending were higher or lower than current spending
- Constraints (minimum / maximum) for each basis unit
|
- Optimal level of total spending
- Optimal allocation of spending across units
- Profit associated with optimal plan versus current plan
- Incremental gain or loss associated with changes from current or optimal plan
|
|
| Read more... [Resource Allocation Model] |
| What you put in... |
What you get out... |
- Customers' importance ratings for each measure of value for offerings in a product class
- Customer descriptors (demographic or firmographic variables)
|
- Number, size, and profile of needs-based market segments
- Identification of factors that differentiate segments, both in terms of needs and descriptors
- Classification tool to allocate any potential customer to a segment based on customer descriptors
|
|
| Read more... [Segmentation/Targeting Model (Classification)] |
