AMR Explains Marketing Simulation Technology

Can you predict marketing ROI before spending a dime? Marketing Simulation technology can. This new technology is allowing consumer goods (CG) companies to test and learn from an unlimited number of detailed "what if" scenarios -- even the ability to test new media.

On March 18, 2010, AMR's Senior Analyst Steve Steutermann and ThinkVine CEO Damon Ragusa partnered for a live Web seminar on the latest on Marketing Optimization technologies. Speakers answered critical questions such as:

--What is the optimal mix of my marketing dollars?
--What is the ROI of each marketing outlet?
--What would happen if I moved a large portion of my budget into an emerging media vehicle?

Plus, listeners heard case studies of brands with marketing budgets ranging from $10 Million to $80 Million on how they are using these cutting edge planning tools. Here are some other highlights from the Web event:

--Steve Steutermann, research director, Consumer Products at AMR Research, gave his expertise on the impact of the consumer in the CG market; a landscape overview of the industry; defined media and trade promotion and revealed some solutions required to tackle all of the above. "You want to make sure that you have good integration and you've clearly defined your media and trade promotion requirements. But if you don't address the compliance issue at retail for joint business planning and executing at the shelf, you'll never reach your full potential with your marketing mix objectives," he advises.

--ThinkVine CEO Damon Ragusa rounded out the event, offering best practices and case studies on marketing simulation technology. Ragusa explains to capture a forward-looking ROI and project marketing performance before spends are made, run an unlimited number of "what if" scenarios and test the performance of various emerging marketing strategies. "The world has changed and we need new and better ways of managing the complexity," he concludes.

To listen to this event in its entirety, click here.