Contact: Chip Lister
Managing Director
212.633.1100
info@radius-global.com
::Case in Point: A fast food company asked Radius to conduct a broad assessment of their marketing components and brand strategies using Predictor™. We were able to tie together the components of our client´s marketing efforts and consumer perceptions to learn how each ultimately impacted sales. The linkage of Brand Affinity to consumer perceptions on specific characteristics guided our client on exactly what elements of their operation they should maintain or strengthen to increase sales.
Strategies: Predictor™

For marketers looking to optimize their marketing mix, Predictor™ creates a powerful model that calculates an ideal marketing investment level based on business goals. It also identifies what in the current mix is having the most impact on sales--providing a dollar value contribution for every element and calculating a true ROI.

Predictor™ bridges the fundamental divide that exists in market research today by linking tracking data with marketing mix data to provide you with a 360 degree evaluation of your marketing efforts. This integration of your data will assist the evaluation of marketing components, tactics and branding strategies.

What makes Predictor™ different?
Predictor™ takes consumer tracking and marketing mix analyses further through an integrated model that uncovers the elements of each that have a profound impact on your business. Predictor™ quantifies the impact of your Brand Affinity (gathered from tracking data) and your marketing mix elements (promotions, advertising, etc.) on sales volume. Furthermore, once the factors influencing Brand Affinity and the specific marketing mix elements that impact sales are identified, Predictor™ will enable you to evaluate and improve your ROI.

When to use it?
Predictor™ is appropriate for both a new tracking study and as additional analysis to an existing tracking study that you have with us. It is a powerful tool that can help you:

  • Optimize Marketing Mix by identifying which of your marketing mix elements have the most impact on a business outcome that is most important to you — providing direction in redistributing resources between media, getting the most out of your GRPs, and more.
  • Strengthen Affinity by enhancing perceptions and then monitoring affinity and perceptions via tracking research.
  • Improve Advertising Content by evaluating the impact of specific elements of your campaign so you know what is and what is not working.
  • Assess Effect of Competitive Actions by evaluating the impact of competitive tactics and strategies on your bottom line.

For more details, download PDF.