Modelling: Market modelling, forecasting, risk analy...

 

This article explains how risk assessment techniques can be applied to market budgeting. Econometric analyses, however accurate, cannot predict what will happen, so its use must be based on informed g ...

This paper reviews the size of the cosmetics and toiletries fragrance market globally and regionally. By describing the key macro-economic, consumer and industry trends and influences shaping market p ...

Forecasting should be a critical element in the strategic planning arsenal, and a CMO who allows it to be marginalised by conflicting agendas or the marketing team's aversion to statistical analysis w ...

This paper discusses how consumer insight can play a valuable role in helping companies tackle one of the key business issues of the moment: climate change. It explores the growing pressure and opport ...

This paper looks at the longitudinal analysis of different categories in Asia to understand how the market is evolving and to compare the direction of evolution with the European market. The aim is to ...

Marketing has often been seen as the preserve of creatives working on instinct rather than calculation. As the pressures on companies and brands increase, however, a more scientific approach may be re ...

The Ehrenberg-Bass Institute, established in March 2006, celebrates the work of two pioneers in marketing science. This article explains why empirical science is necessary for marketing and why market ...

This paper argues that the tools for assessing business risk are inadequate, yet some form of assessment of the probable return on capital is necessary. Describes `Marketing Due Diligence', a tool dev ...

Argues the importance of distinguishing between long-term trends, which have real impacts on and opportunities for the business, and short-term fads which fail to last (such as the Atkins diet). Compa ...

Under pressure for greater accountability, few marketers dispute the need for improved means to monitor performance and to justify budgets. However, this article argues that the traditional use of a ' ...

Michael Lieberman, founder and president of Mutivariate Solutions, explains some of the most popular uses for the statistical optimisation tool - 'Totally Unduplicated Reach and Frequency' (TURF) anal ...

Do researchers really want to be the pro-active, consultant level professionals that they so often claim? Or are they actually happier in a reactive role, applying their professional skills to meet th ...

The design of successful marketing strategies requires knowledge of the competitive market structure as well as the competitive patterns that exist in the market. Only with this prior knowledge can we ...

This paper utilises the FMCG category in a mature market with sustained equilibrium and a considerable number of well-established products to assess two assumptions: the stability of the system throug ...

Quantitative market research typically ends with a summary of strategic options. However, in most cases the client is left with poor or no quantification of specific recommended actions; making it dif ...

Tipping points, viral marketing, the butterfly effect – marketers today want to understand and take advantage of these “emergent” phenomena. Outside of marketing research, innovative social and comput ...

In this article Andrew Greenyer, director of customer relationship solutions at Group 1 Software, reviews the role of data in business, examines how data availability is becoming more limited, and des ...

Peter Rosenwald, author of Accountable Marketing: The Economics of Data-driven Marketing, explores the cost/benefit relationship of CRM. Using examples he illustrates how CRM costs can be modelled, an ...

Marketing’s credibility suffers from beliefs that its profitability cannot be calculated. Generalising from success stories and relying on `marketing metrics’ such as awareness, preference or satisfac ...

Michael Lieberman, founder and president of Multivariate Solutions, explains ‘virtual targeting’, a technique for building a profile from a primary database and testing it, before applying it to a lar ...

In the past thirty years we have witnessed enormous productivity in market research techniques in marketing. Techniques have been developed to advance marketing knowledge and to aid management decisio ...

Laurent Flores, founder and CEO of CRM Metrix, describes the development and calibration of a predictive model of the brand impact of websites. He argues that we must move from merely counting websit ...

Accountability is management's new mantra. The challenge comes from the fact that currently each discipline within the marketing communications plan is measured differently, so there can be no composi ...

This Best Practice article outlines the theory and practice of market modelling, especially econometric and marketing-mix modelling. With its comprehensive reading list, the article covers the role o ...

This article details five principles for achieving better marketing forecasts. They include adopting a structured approach, employing quantification, even if lacking in data, and, most importantly, al ...

The paper shows how it is possible to measure the influence of short-term cyclical factors on consumers' purchasing decisions in conjunction with factors specific to the market under analysis and obta ...

This article argues that marketing departments, unlike other parts of a company, are usually weak in risk assessment and management. There are two main reasons for this: fear of statistics and the fee ...

This paper addresses changes in brand management in the 21st century and summarizes research conducted by SIS International that has uncovered five trends or significant changes in brand management.

Within the pharmaceutical prescription sector, just like many other markets, maintaining competitive advantage has become increasingly difficult. In the healthcare arena, the period of time that a new ...

Attempts to forecast sales and customer behaviour are mired in both the past and the mythical future. Techniques for forecasting the future are no more than educated guesses and provide a deceptive pl ...