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Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
Optimization Group What We Do
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Optimization Group What We Do


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    • 1. Actionable Insights… NOW
    • 2. How is Optimization Group Different?
      • We have a different philosophy
        • First expand thinking to include more questions, more variables, more ideas
        • Then narrow to the driving factors and focus there
      • We ask different questions
        • Sometimes we do not ask questions at all
        • Focus is prescriptive insights…give you new information to help you make a better, more informed, fact-based decision
      • We use different tools
        • Our tools are proprietary and award-winning
        • Include brandDelphi™ to brainstorm ideas, IdeaMap® to identify optimal messages and FORESITE™, our stable of modeling tools designed to turn data into information
    • 3. Optimization Group Philosophy
      • “ The diamond” is a metaphor for how we think
      • The expansion stage reduces the likelihood of Type I errors too early: rejection of the null hypothesis when it is true
      • The reduction phase reduces the likelihood of Type II errors too late: failure to reject the null hypothesis when it is false
      Expansion Reduction
    • 4. A Recent Winner!
      • Allow us to brag for a moment …The ARF David Ogilvy Awards celebrate the extraordinary and/or creative use of research in the advertising development processes
    • 5. brandDelphi™ -- Voice of the Customer IdeaMap® -- Optimizing Messaging FORESITE™ - Our Modeling Practice Some Unique Offerings
    • 6. BrandDelphi™
      • What is it?
        • An online brainstorming tool
        • Often used to expand the ideas being considered/evaluated – what are the pain points? What does the ideal look like?
      • Why is it important?
        • Brings “voice of the customer” into the process to ensure options under consideration go beyond internal thinking
      RELEVANCE IMPORTANCE Idea Innovation Map
      • How does it work?
        • Online study. Team creates vivid scenarios to spark a broader range of responses … Language is “Tell me about…” rather than a question
        • Ideas evaluated on relevance and importance
        • Look for patterns in the themes – emphasis on Star and Niche ideas
      Niche Stars Static Question Marks
    • 7. IdeaMap®
      • What is it?
        • A form of conjoint analysis; experimental design enables identification of causality -- not simply correlation
        • Often used to optimize the message – what can we say to maximize interest/intent?
      • Why is it important?
        • Allows marketers to “engineer the optimal” rather than evaluate the best of x already designed alternatives
      • How does it work?
        • Online study. Team creates list of ideas to test. Ideas combined systematically into concepts. Respondents exposed to multiple concepts, thus see each idea many times, each time in a different combination
        • Allows us to “tease out” the effect of each idea (statistically) on its ability to drive the dependent variable (e.g.: interest, intent, etc.)
    • 8. Case Example: HP PC Tune-Up
      • An example of the power of brandDelphi™ + IdeaMap® together…the IdeaLoopz™ process
      • Hewlett Packard wanted to better understand the attributes of the product and/or ownership experience that PC consumers were looking for . They recognized the need to consider a greater range of ideas than in the past and worked with OG to conduct a brandDelphi™ study
      • A consumer contributed the idea of a PC Tune-Up -- bring it in every x months to make sure it is running as it should
      • This Star idea was included in the subsequent IdeaMap® study where it was among the strongest ideas tested
      • HP developed the HP PC Tune-Up, initially developed as a free service, subsequently modified and offered as a service that consumers pay extra for
      • “ At least 100,000 customers have taken the free class in the last two years . Sales of the Tune-Up have been robust . The rigor of the OG process and value that it has in pulling ideas out of customers was a core component of developing a portfolio of ideas we did not see. This has been incredibly powerful for our business .” – Greg Nika, Worldwide Program Manager, HP
    • 9. FORESITE™
      • What is it?
        • FORESITE™ is the combination of tools and processes used by Optimization Group to identify complex relationships and patterns in data
        • FORESITE ™ =
          • F rame (the issue)
          • O rganize (the data)
          • R esearch (the relationships)
          • E xplain (the relationships)
          • S ynthesize (the results)
          • I nstall (the model)
          • T rack (the performance)
          • E nhance (the performance)
    • 10. FORESITE™
      • Why is it important?
        • Modeling provides a gateway between the past and the future
        • Enables us to use what we have today to make better decisions about the future
      • How does it work?
        • While the specific approach to a data modeling project varies with the objectives of the analysis and the available data, most models are developed using these steps
      1 3 5 2 4 6
    • 11. In Summary…
      • Marketing Analytics … not just “market research”
        • Primary data + secondary data
        • Integrate and synthesize data from throughout the company – not just research data but also sales, marketing plan investments, etc.
      • Using proven tools and templates…
        • We frame data and convert to actionable information
    • 12. Some of our Clients
    • 13. Our Global Experience
      • US
      • Canada
      • Brazil
      • Mexico
      • UK
      • France
      • Spain
      • Poland
      • Italy
      • Germany
      • India
      • China
      • Australia
      • South Korea
      • Japan
    • 14. Contacts
      • Renee Cameron
      • Global Account Director
      • E: [email_address]
      • T: 248.330.8728
      • Portland, Oregon
      • Jeff Ewald
      • Founder and CEO
      • E: jewald
      • T: 248.459.1194
      • Ann Arbor, Michigan
    • 15. Intersecting marketing, science and technology™