CINCINNATI May 24, 2012
The product enhancements focus around four key areas:
- Customizable reporting features provide better forecasts and better decision-making information with each "What If" planning scenario the customer runs. Each forecast can provide valuable information about marketing spending levels, tactics and timing across consumer groups, products, channels and geographies.
- Improved engine performance of the underlying ThinkAhead Technology for faster speed to insight. For each "What If" scenario, the engine performs hundreds of thousands of calculations, to take consumer demographics, media consumption habits and purchasing behavior, as well as many market factors, into consideration. In this version, runs take 15 percent less time, enabling marketers to employ a more agile and objective planning process, and to quickly access granular, forward-looking information with every forecast.
- Advanced group-level security for more efficient collaborative planning among agencies and in-house marketing teams and to enable people to establish "sandboxes" to simulate consumer response to alternative marketing plans and review them before sharing them with others.
- As part of an ongoing initiative, improvements to the interface have been made for ease-of-use and efficient workflows for technical and non-technical marketers.
"Marketers are in a tough spot these days," Ragusa said. "Budgets are tight and demands are high. They have to be smarter, more nimble and deliver better results. We can help them do that. No one else provides marketers with the rich info with every ‘what if’ scenario and no one else is supporting an agile, objective process the way we are. We have a better way, and this version of our Marketing Mix Optimization software can help marketers get out of that tough spot."