Custom
Analytic Software
Financial Modeling
and Business Case Development
Dynamic cash
flows model reveals how a business works and how to best deploy resources.
Quantify the financial consequences of marketing plans before you act. Example:
Built models for the GM Card for launches in several countries. Then built
a new model for the U.S. business at the mature stage of its product life
cycle.
Acquisitions
Models
Track entire
marketing effort including all expenses and expected results for each media,
compare results to benchmarks and link to a financial model. Example
pre launch research and marketing plan for the Chrysler Credit Card. The
model demonstrates how any change in the marketing assumptions impacts the
bottom line.
Analytic Marketing
Tools
Built a custom
"point-and-click" analytic marketing tool using Excel and Visual Basic to
show changes in response to various methods of account acquisition over time
by demographics, credit variables and the vehicle ownership of those solicited
for a GM credit card. This analysis identified highly responsive targets,
making the GM Card's marketing team more efficient in acquiring millions
of new accounts. Another model tested different product configurations to
determine their pricing strategy.
User-Friendly
Front Ends to Databases and Statistical Forecasts
Built easy to
use software enabling the GM Card marketing team to access revenue and redemption
expense forecasts in graphical and table form, which were tied to a historical
database.
New Business
Presentations
Create "point
and click" models to demonstrate the proposed marketing plan and its
effectiveness on sales and ROI. Examples: Bristol-Myers Squibb Ortho birth
control pills.
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