Copyright 2014 Marketing Productivity Group, Inc. - All rights
reserved Capabilities & Services
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The world has changed, but the typical marketing science in
place is stale and unevolved. We are a Full Service Marketing
Analytics Consultancy and our marketing science is based on
Cutting-Edge research and incorporates the new sources of social
and mobile data. We are State-of-the-Science. Our solutions are
Custom Fit to the clients needs and objectives. We have extensive
Academic and Industry Experience across the verticals and data that
are relevent to your needs. We focus on the Profit or Objective
Maximizing Solution and connect the dots between Measuring Effect
and Optimal Managerial Decisions. We provide Transparent Results
and a Dynamic Web Based Delivery. Our Pricing is Competitive. 2
Need Philosophy header
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3. Insights for Marketing Decision Making VAR Paid, Owned and
Earned Marketing Effectiveness Assortment Planning Portfolio Price
& Promo Management Test Market Evaluation Demand Planning Using
techniques based on sound academic research that translates into
State-of-the-Science practice, we focus on delivering insights for
decision making and profit (objective) maximization. Market
Structure Long- Term Effects Single-Source
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The Marketing Mix Modeling Landscape has Changed and
Traditional Models are Struggling 4 Treating online marketing as
just another direct driver of sales leads to misattribution of
drivers and ultimately bad mix decisions Even the best of todays
commonly used approaches have failed to keep up with current
challenges This following picture simply no longer holds true: Its
time to TV x PrintRadioOnlineSales Hit Reset and begin employing
techniques that capture todays consumer and marketing dynamics and
provide integrated measurement of both online and offline marketing
tactics
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Typical Conversion Attribution Does Not Account for the
Consumers Full Path to Purchase 5 Searc h Site Re- Market Site
Media Tactics Incomplete Attribution Scope Searc h Site Re- Market
Site Media Tactics Complete Attribution Scope A Single-Source
Example: You need to look at the whole picture. Conversion/
Objective
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Traditional Top Down and Bottom Up Approaches Dont Line-up 6
Marketing Mix Modeling Top Down Attribution Modeling Bottom Up
Insight and Decisions Marketing Mix Modeling Top Down Attribution
Modeling Bottom Up Insight and Decisions Inconsistent Approach The
New Paradigm - Consistent Approach
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Silo-ed Pricing and Assortment Only Reveal Part of the Story
and Rely on Rigid Assumptions 7 We let product attributes determine
demand groups. Treating SKUs in an isolated framework ignores
micro-economic theory. Pre-defined Demand Groups are based on rigid
and unverified assumptions. Sku A Sku Z Demand Group 1 Pre-defined
Group Demand Group N Pre-defined Group Isolated SKU Level Approach
N Pre-defined Demand Groups Sku A Sku G Sku R Sku Z Demand Group M
Demand Group 1... Demand Category Modeling
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Mobile and Social Media have Reshaped Consumer Behavior 8
Mobile and social media allow consumers to interact with a brand
like never before. Now, customers enter into an open-ended
relationship with a brand or product, where they cycle around
considering, evaluating, and advocating. Many share their
experiences online. The new modeling approaches need to incorporate
this type of dynamic behavior. evaluate consider enjoy advocate
bond buy new media make the evaluate and advocate stages
increasingly relevant to the process. Source: Edelman (2010)
"Branding in the Digital Age" in Harvard Business Review.
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Updated Analytics for a New World, Based on Cutting-Edge
Research Solutions for Dynamic and Interconnected Effects. We are
the pioneers driving the advances in marketing science. 9 In
Marketing Mix Modeling, Vector Autoregression (VAR) provides a
proven tool for explaining the "network" of direct and indirect
effects of paid, owned, earned, and shared media inherent in the
consumer decision process. 1,2 Marketing Response Functions (MRFs)
trace the attribution of marketing actions across the dynamic
network quantifying how the evaluate and advocate stages influence
repurchase or other potential consumer behavior on an ongoing
basis. 1 Our Conversion Attribution approach addresses the impact
and interaction in media impressions across media channels (or
platforms) on sales, using single-source data. 3 The Cutting Edge
Approach models spatial competition within a model of product
demand to measure the Category-Level Pricing and Assortment impact
on sales. 4 1 Pauwels (2004) "How Dynamic Consumer Response Shapes
Long Term Marketing Effectiveness" in Marketing Science. 2 Stacey
et. al (2012) "Beyond Likes and Tweets" a Stern Center for
Measurable Marketing working paper. 3 Cohen, Bollinger, and Lai
(2013)Measuring Asymmetric Persistence and Interaction Effects of
Media Exposures Across Platforms a Wharton Consumer Analytics
Initiative Working Paper. 4 Cohen (2009) "Assessing the Impact of
Retailer Store Brand Presence on Manufacturer Brands in an
Equilibrium Framework in International Journal of Industrial
Organization
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10 The MPG partners have founded and helped successfully lead
several of the key marketing analytics suppliers, agencies, and
academic departments, as well as participated as decision-makers at
client-side organizations. At the same time, our advisors are on
faculty and worked at leading universities and have a proven
track-record as thought leaders on cutting-edge approaches to
solving marketing problems.
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11 Over the past twenty-five years, the members of the MPG team
have been able to apply our techniques to numerous clients across
multiple sectors in every corner of the globe. Pharmaceuticals
Packaged Goods Automotive Restaurants Traditional & Online
Retail Financial Services Travel and Entertainment Telecom
Durables
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CPG store purchases / online supermarket Marketing Mix Modeling
and Pricing and Assortment. Insurance Marketing Mix Modeling with
the objective of optimizing prospective sales and Custom Consumer
Sentiment Modeling. Media Agency Marketing Mix Modeling with
multiple objectives including optimizing ratings and traffic to a
network and driving sales from ads on a network to a product. Media
Provider Marketing Mix Modeling with the focus of measuring the
effectiveness of specific campaign. Pharma Marketing Mix Modeling
with the objective of optimizing sales. Auto Marketing Mix Modeling
with the objective of optimizing sales. Finance Online Travel
Marketing Mix Modeling with the objective of driving web traffic
and mobile device usage. 12 We Know the Modeling Needs of Different
Verticals
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13 Solutions Fit to Your Needs with the Latest Science
Specializing in VAR: Cutting-edge approach to handling direct and
indirect tactics across paid, owned, earned, and shared in a
dynamic and interconnected environment. Attribution: Cutting-edge
approach to handling direct and indirect tactics across paid,
owned, earned, and shared in a dynamic and interconnected
environment at the consumer level. Pricing and Assortment:
Spatial-competition demand models. Custom Model-Driven Solutions:
We are a fully-equipped and highly-experienced statistical and
econometric team. We have the custom solution to your problem.
Example of a Two Equation System: Media Tactics Conversion/
Objective Earne d Indirec t Earne d Indirec t Previous Periods
Behavior Conversion/ Objective Previous Periods Behavior
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14 Transparent Results and Output Decomposition of sales (or
other KPIs) Quantification of the path-to-purchase for each
marketing variable Breakdown of the direct and indirect effects for
each marketing variable Models quantify sales response over time
TRADE TV
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15 We Will Guide You Through the Results and Focus on Profit
(or Objective) Maximizing Actions Marketing Mix Modeling: Budget
allocation across media tactics from the framework of profit or
marketing objective optimization. Attribution Budget allocation
across media tactics from the framework of profit or marketing
objective optimization at the consumer level. Our Top-Down and
Bottom up approach are consistent. Pricing and Assortment: Demand
models, allocation across media tactics, and optimized assortment.
Custom support across objectives. CFO anaylsis KPMG expertise on
addressing financial Bill Harvey
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17 E. Craig Stacey, PhD, Chief Executive Officer, is a
recognized expert in the area of marketing productivity analysis
with a special emphasis on marketing mix modeling and online versus
offline marketing resource allocation. He is the founding partner
of MPG as well as the Research Director at the Center for
Measurable Marketing at NYUs Stern School of Business. Prior to
founding MPG, he served as Analytics Director for MarketShare
Partners. He was also Managing Partner at ACG Solutions and the
Industry Liaison for Emory Universitys Zyman Institute of Brand
Science. He was previously employed as Director of Marketing
Science for The Coca-Cola Company and as Vice President of
Marketing Science at DemandTec. He has also served as Senior Vice
President, Analytic Product Management and Development, at
Information Resources, Inc. Jim Friedman, need title, brings 30
years of entrepreneurial and leadership experience to MPG including
successfully starting and selling two companies in the marketing
analytics space. Most recently, he served as Global Executive
Director and Chief Strategy Lead for the Marketing Analytics
practice of Accenture Marketing Sciences. Previously, Jim served as
President and CEO of ImmediateFX Holdings, Inc., a technology-based
marketing consultancy delivering continuous marketing measurement
solutions. At ImmediateFX, he was the founding partner and driving
force in transforming IFX from an industry vision to the leading
provider of continuous marketing measurement solutions, helping
companies improve their marketing performance and Return on
Investment across the consumer goods, pharmaceutical, retail and
service industries. Stephen Dubuque, Chief Operating Officer, is
the managing partner at MPG whose 25 years of business background
includes both custom and syndicated research. Prior to joining MPG,
Steve was a Senior Vice President, Director of Research at
Universal McCann. In addition, Steve has worked on both the client
and research supplier sides at Kraft, Advanis, and Information
Resources, Incorporated. Steves experience in advertising strategy
and media research covers such brands as Johnson & Johnson,
General Motors, McDonalds, LL Bean, Dell, General Mills, and JC
Penney. Steves work spans the airline, banking, telecommunications,
apparel, consumer packaged goods, quick-service restaurants, and
entertainment industries. Steve was a Coca-Cola scholarship
recipient and earned his Masters in Marketing Research at the
University of Georgia. Prior to graduate school, he worked in
financial services for a private equity firm. Koen Pauwels, Chief
Academic Advisor, is Professor of Marketing at Ozyegin University,
Istanbul and Honorary Professor at the University of Groningen. He
received his Ph.D. from UCLA, where he was chosen Top 100
Inspirational Alumnus out of 37,000 UCLA graduates. Applying his
award-winning research to companies across 3 continents, Koen just
published his first book Its not the Size of the Data, Its How You
Use it: Smarter Marketing with Analytics and Dashboards.
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18 John Liska, Chief Technial Officer, has over 15 years of
experience in high tech and software with an emphasis on
cloud-based large-scale data enterprises within Retail and CPG.
Prior to joining MPG he was the Sr. Director of Integration
Services at DemandTec. In this role he architected and implemented
a data conversion system responsible for processing billions of
sales transactions per week. Johns notable customer engagements
included Wal-Mart, Target, Safeway, Best Buy, HEB, Ahold USA,
FreshDirect, Procter & Gamble and ConAgra. Before DemandTec he
worked at Accenture in their Technology group, working with Fortune
500 clients in the staffing/services and PC industries. John holds
a B.S.C. degree in Decision & Information Sciences from Santa
Clara University. Michael A. Cohen, PhD, is the Chief Marketing
Scientist and technology engineer at Marketing Productivity Group
as well as a fellow of NYU Stern's Center for Measurable Marketing.
His areas of expertise are media and pricing strategy, corporate
social responsibility, consumer packaged goods, quantitative
methods in marketing, and econometrics. He received his Ph.D. from
the University of Connecticut, where his dissertation was awarded,
by the Food Distribution Research Society, as the best dissertation
in food marketing in 2009. Dr. Cohen has served as a Marketing
Professor at NYUs Stern School of Business. Winston Bradley, Senior
Economist, came to MPG 2013 as a specialist in time-series
econometrics. Prior to joining MPG, Winston worked as a
quantitative analyst on the energy trading floor of Southern
Company, the U.S.'s second largest power utility, where he
developed a platform for programmatic electricity trading and gross
margin reporting, as well as a first-of-its-kind automated daily
counterparty load forecasting model. Additionally, he gained retail
banking analytics experience while working as a data miner for
BBVA-Compass. Winston has a master's degree in economics from the
University of Alabama. Jake Katz, Chief Marketing Officer, has over
10 years of years experience with data analysis and associated
applications in academics and business. Prior to joining the MPG,
he launched an e-commerce concept company and worked as a
quantitative analyst at Brevan Howard UK's largest hedge fund by
assets and Lehman Brothers. Jake is a Sterling Prize fellowship
recipient and earned his Master's in Statistics at Yale University.
He holds a B.A. in Statistics from the University of Chicago.
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References as many and as prestigious as possible 19
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Contact Us 20 Craig Stacey PhD, Founding Partner E:
[email protected] P: +1.212.796.0863 ext. 7002 C
+1.404.202.7367 Jake Katz, Director of Business Development E:
[email protected] P: +1.212.796.0863 ext. 7003 C
+1.203.464.0729 www.mproductivity.com
