You are here: What we do > Marketing Engineering  
 

 

Marketing Engineering

At CONECTA we are specialists in the development of systematic models for analysis and decision-making:

- To understand and predict consumers' behaviour
- To simulate market situations
- To systematise decision-making

DECISION BOARD: Analysis model and software application to evaluate client satisfaction.

RANGE SMART: Application of software that implements improved TURF analysis (e.g. the results can be calculated according to the weights of each person, which can represent purchase frequency or any other variable in which we may be interested).

MARKET AND AD HOC SIMULATORS: Models and software applications that by integrating market data, models of the consumer's response and survey data, enable us to simulate market situations with different products, prices, promotions, etc.

ADAPTIVE INTERVIEW: The computer enables the personalisation of the interview; the questionnaire can be adapted to each interviewee, so that each question is relevant and adds information. This principle, which has proved to be very important for trade-off and conjoint studies in recent years, can be applied on any type of structured interview and at CONECTA we do so.

At CONECTA we use and adapt the most advanced analysis models:

ADAPTIVE CHOICE BASED CONJOINT

MAX DIFF

HIERARCHICAL BAYES ANALYSIS

COMPOSITE PRODUCT MAPPING

The advantages of systematic models for analysis and decision-making are the following:
  • They improve the coherence of decisions
  • They enable to explore more decision options
  • They enable the evaluation of the relative impact of the different variables
  • They facilitate collective decision-making
  • They test and update mental models of interpretation and decision
  • They make us be more accurate
  • They make us and help us be more analytical

What is marketing engineering?

An essential part of marketing is the ability to understand markets and consumers and to turn this knowledge into decisions and actions that achieve the desired objectives from the market. Professionals must make decisions constantly about the characteristics of products, prices, distribution, etc. In taking these decisions, marketing managers choose alternative paths in a complex and uncertain environment.

In order to make these decisions, they normally develop mental models of the situation, combining facts and data with intuition, logical reasoning and experience. Market research has always provided valuable information for these mental models.

Computers, however, help us go a step further and turn these mental models or part of them into systematic models for analysis, simulation and decision-making support. This has been called marketing engineering (Marketing Engineering, G. Lilien & A. Rangaswamy).

An essential part of marketing engineering is interactive decision models: computer models that try to represent reality in a simplified way, and that can be adapted for a specific decision scenario.

 

 

 

 

'Take from all things their number and they shall perish. Take calculation from the world and all is enveloped in dark ignorance... we shall be like the rest of animals.'

Saint Isidore of Seville