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GE/McKinsey Portfolio Matrix Model

Posted in Software Models

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

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Customer Lifetime Value

Posted in Software Models

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

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Customer Choice (Logit) Model

Posted in Software Models

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

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Conjoint Analysis Model

Posted in Software Models

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
 

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Bass Forecasting Model

Posted in Software 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
 

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