Scenario Planning and Optimization

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Analytics that provide insights on marketing ROI is only a starting point for creating value.


The extent to which marketing analytics can be activated through the planning process through simulation and optimization and activation is where the most substantial value is unlocked.

  • Flexible and easy to use simulation & optimization tools allow marketers to understand the optimal allocation of resources across geographies, portfolio elements, channels, programs, segments, and campaigns under varying sets of constraints and conditions.
    • By leveraging simulation and optimization tools, analytically-based decision making becomes interactive and integrated in planning discussions.
  • Simulation capabilities allow potential changes to be evaluated dynamically to understand business impact and ROI of decisions in a predictive way.

Simulation and optimization capabilities allow rapid evaluation of incremental impact or required investment to close spend gaps, or can be leveraged if budget reductions are necessary to identify areas where investment can be reduced with least impact.

Our simulation and optimization platform - part of the studio™ - can be rapidly deployed to activate ROMI engagements or leveraged along side already existing analytics output.