Optimization Group What We Do


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  • Optimization Group What We Do

    1. 1. Actionable Insights… NOW
    2. 2. How is Optimization Group Different? <ul><li>We have a different philosophy </li></ul><ul><ul><li>First expand thinking to include more questions, more variables, more ideas </li></ul></ul><ul><ul><li>Then narrow to the driving factors and focus there </li></ul></ul><ul><li>We ask different questions </li></ul><ul><ul><li>Sometimes we do not ask questions at all </li></ul></ul><ul><ul><li>Focus is prescriptive insights…give you new information to help you make a better, more informed, fact-based decision </li></ul></ul><ul><li>We use different tools </li></ul><ul><ul><li>Our tools are proprietary and award-winning </li></ul></ul><ul><ul><li>Include brandDelphi™ to brainstorm ideas, IdeaMap® to identify optimal messages and FORESITE™, our stable of modeling tools designed to turn data into information </li></ul></ul>
    3. 3. Optimization Group Philosophy <ul><li>“ The diamond” is a metaphor for how we think </li></ul><ul><li>The expansion stage reduces the likelihood of Type I errors too early: rejection of the null hypothesis when it is true </li></ul><ul><li>The reduction phase reduces the likelihood of Type II errors too late: failure to reject the null hypothesis when it is false </li></ul>Expansion Reduction
    4. 4. A Recent Winner! <ul><li>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 </li></ul>
    5. 5. brandDelphi™ -- Voice of the Customer IdeaMap® -- Optimizing Messaging FORESITE™ - Our Modeling Practice Some Unique Offerings
    6. 6. BrandDelphi™ <ul><li>What is it? </li></ul><ul><ul><li>An online brainstorming tool </li></ul></ul><ul><ul><li>Often used to expand the ideas being considered/evaluated – what are the pain points? What does the ideal look like? </li></ul></ul><ul><li>Why is it important? </li></ul><ul><ul><li>Brings “voice of the customer” into the process to ensure options under consideration go beyond internal thinking </li></ul></ul>RELEVANCE IMPORTANCE Idea Innovation Map <ul><li>How does it work? </li></ul><ul><ul><li>Online study. Team creates vivid scenarios to spark a broader range of responses … Language is “Tell me about…” rather than a question </li></ul></ul><ul><ul><li>Ideas evaluated on relevance and importance </li></ul></ul><ul><ul><li>Look for patterns in the themes – emphasis on Star and Niche ideas </li></ul></ul>Niche Stars Static Question Marks
    7. 7. IdeaMap® <ul><li>What is it? </li></ul><ul><ul><li>A form of conjoint analysis; experimental design enables identification of causality -- not simply correlation </li></ul></ul><ul><ul><li>Often used to optimize the message – what can we say to maximize interest/intent? </li></ul></ul><ul><li>Why is it important? </li></ul><ul><ul><li>Allows marketers to “engineer the optimal” rather than evaluate the best of x already designed alternatives </li></ul></ul><ul><li>How does it work? </li></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Allows us to “tease out” the effect of each idea (statistically) on its ability to drive the dependent variable (e.g.: interest, intent, etc.) </li></ul></ul>
    8. 8. Case Example: HP PC Tune-Up <ul><li>An example of the power of brandDelphi™ + IdeaMap® together…the IdeaLoopz™ process </li></ul><ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>This Star idea was included in the subsequent IdeaMap® study where it was among the strongest ideas tested </li></ul><ul><li>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 </li></ul><ul><li>“ 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 </li></ul>
    9. 9. FORESITE™ <ul><li>What is it? </li></ul><ul><ul><li>FORESITE™ is the combination of tools and processes used by Optimization Group to identify complex relationships and patterns in data </li></ul></ul><ul><ul><li>FORESITE ™ = </li></ul></ul><ul><ul><ul><li>F rame (the issue) </li></ul></ul></ul><ul><ul><ul><li>O rganize (the data) </li></ul></ul></ul><ul><ul><ul><li>R esearch (the relationships) </li></ul></ul></ul><ul><ul><ul><li>E xplain (the relationships) </li></ul></ul></ul><ul><ul><ul><li>S ynthesize (the results) </li></ul></ul></ul><ul><ul><ul><li>I nstall (the model) </li></ul></ul></ul><ul><ul><ul><li>T rack (the performance) </li></ul></ul></ul><ul><ul><ul><li>E nhance (the performance) </li></ul></ul></ul>
    10. 10. FORESITE™ <ul><li>Why is it important? </li></ul><ul><ul><li>Modeling provides a gateway between the past and the future </li></ul></ul><ul><ul><li>Enables us to use what we have today to make better decisions about the future </li></ul></ul><ul><li>How does it work? </li></ul><ul><ul><li>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 </li></ul></ul>1 3 5 2 4 6
    11. 11. In Summary… <ul><li>Marketing Analytics … not just “market research” </li></ul><ul><ul><li>Primary data + secondary data </li></ul></ul><ul><ul><li>Integrate and synthesize data from throughout the company – not just research data but also sales, marketing plan investments, etc. </li></ul></ul><ul><li>Using proven tools and templates… </li></ul><ul><ul><li>We frame data and convert to actionable information </li></ul></ul>
    12. 12. Some of our Clients
    13. 13. Our Global Experience <ul><li>US </li></ul><ul><li>Canada </li></ul><ul><li>Brazil </li></ul><ul><li>Mexico </li></ul><ul><li>UK </li></ul><ul><li>France </li></ul><ul><li>Spain </li></ul><ul><li>Poland </li></ul><ul><li>Italy </li></ul><ul><li>Germany </li></ul><ul><li>India </li></ul><ul><li>China </li></ul><ul><li>Australia </li></ul><ul><li>South Korea </li></ul><ul><li>Japan </li></ul>
    14. 14. Contacts <ul><li>Renee Cameron </li></ul><ul><li>Global Account Director </li></ul><ul><li>E: [email_address] </li></ul><ul><li>T: 248.330.8728 </li></ul><ul><li>Portland, Oregon </li></ul><ul><li>Jeff Ewald </li></ul><ul><li>Founder and CEO </li></ul><ul><li>E: jewald @optimizationgroup.com </li></ul><ul><li>T: 248.459.1194 </li></ul><ul><li>Ann Arbor, Michigan </li></ul>
    15. 15. Intersecting marketing, science and technology™