Business intelligence
At the heart of DecisionLab is our analytical prowess and focus on directing the optimal course of action through a data-driven process.
We believe that this focus on informed decision-making is key to connecting and optimizing marketing efforts across the organization.
Consumer Insights
Step one in marketing is a deep understanding of your customers
Key deliveries include:
- Emotional choice-based analysis
- Discrete choice experiments for market share
- Detailed description of customers and potential customers
- Funnel (awareness, familiarity, consideration, purchase, repurchase)
- Customer acquisition analysis
- Customer revenue analysis & prioritisation
Market scoping
Key insights in the size and profitability of a given market
Key objectives include:
- Idenfifying the relevant categories to size the market
- Estimating the value of the different categories
- Identifying opportunity for growth
- Estimating Demand Function & Calculate Price Elasticity
Sales modelling
Don't make marketing a guessing game; model your sales and optimise the campaign ROI
Key objectives include:
- Quantifying the return on investment of marketing activities: how much a given marketing activity brings to the bottom line
- Define the optimal allocation of marketing spending among the activities: given a fixed budget what is its optimal allocation among the different marketing activities?
- Identify the optimal mix of marketing activities: which marketing activities work best together? Can we spot synergies?
- Quantify cost of customer acquisition and retention: How much does it cost to acquire a new customer and retain an existing one?
- Formulate a predictive model: Can I predict “sales growth” or other performance measures by varying my allocation of resources in the next year?
Marketing efficiency
Are your marketing efforts paying off? Conducting a marketing efficiency analysis may be the first step in answering just that.
Key objectives include:
- Quantify the “reach” of our printed material: how much of our materials reach our target group?
- Quantify the “recall” of our printed material and its relevance: how much is recalled from our printed material and what is actually important content wise?
- Define the optimal allocation of marketing material: can we identify the most efficient allocation of our resources in regards to our printed material ?
- Prioritize marketing effort: can we allocate our marketing material allocation based on our customer groups segmentation?
Segmentation
The cornerstone of any successful go-to market strategy, segmentation can help focus and target your product
Key objectives include:
- Identify customer segments based on lifestyle, socio-economics, psychographics and economic factors
- Prioritize segments based on the company’s current and/or future positioning strategy, resources, and short-long term objectives
- Target segments by optimizing the marketing system and allocation of resources
- Develop a communication strategy to support the position and target the chosen segments (from concept to media choice)
- Establish a tracking system to assess to effectiveness of the segmentation
Product analysis
Identify profitable product categories and direct your marketing efforts accordingly
Key objectives include:
- Identify how much product categories contribute to company revenues and profit
- Optimal mix of product offering
- Cross sales analysis
- Link product analysis to positioning
- Conjoint alike experiments for new product testing
Concept & ad testing
Validate your creative ideas with a thorough analytical process
Key objectives include:
- Pre-Post Campaign Tracking
- Logo testing
- Trend testing
- Concept Testing