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An advanced software solution using agent based modeling to recreate a virtual marketplace with your target markets networked behavior patterns. All touch points in the entire consumer journey are connected and include key dynamics such as brand sentiment, word-of-mouth, social media, online and offline channels. Vet your ROI on every strategic move your brand makes before doing anything and use this as unfair advantage against your competition. Media Needle's strategy simulation platform enables brands to accurately forecast performance of advertising campaigns and key business decisions. Delivering a better understanding of the risks and outcomes these simulations enable brands to develop a more accountable and refined marketing strategy.
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How This Revolutionary Technology For Strategic Marketing Help Brands Prosper
2013
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Strategic Marketing Decision Making
What if you could simulate any scenario and forecast theimpact on your key performance indicators?
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The strategy simulation platform allows for: • Having a unified metrics and analytics platform that
directs marketing strategy and investment
• Understanding the interactive effects of paid, owned, and earned media on sales and brand equity
• Building better business cases for marketing strategies and brand investments
• Augmenting media mix and attribution models
New Strategic Capability
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What Does It Do?
• It introduces a human element to simulations
• It explains rather than predicts
• It enables iterative testing and learning
• It leverages available research and planning assets
• It manages risk
We can now finally say that this is no longer the case: "Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker
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Revolutionary Innovation
A probabilistic system that simulates the complexity of
markets and touch points with a bottom-up approach
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The Data Stack is telling us how things used to work, but not how things might work in the future
Analytic Models
CRM
Attitudes
Behaviors
Transactions
Data Stack
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Analytic Models
CRM
Attitudes
Behaviors
Transactions
Simulations
Enable calibration to results
Conduct ‘what-if’ scenarios
Assess risk and return
Forecasts sales
Estimate brand equity
Decision Support
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Human Behavior-Based Simulator
Built by NASA engineers and MIT scientists for strategic marketers that integrates across company silos and resolves cross-functional conflicts
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Why Does It Work?
• It captures complexity and explains it• It calibrates to many variables– Sales– Awareness– Brand perceptions– …
• It is fully transparent• It describes the future rather than looks at the past
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New World View Yet Integrated
Cross-functional Multi-dimensional
Closer to real world
Brings you from “say” to “do”Learns organically with usage
Inexpensive and quick
Creates accountability Manages risk
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Answers Key Questions
WHOM to target
WHAT to say
WHERE to say it
HOWto invest
WHENto engage
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Agent Based Modeling
• Agents: simulated customers
• Social networks: simulated relationships
• Environments: simulated markets
ABM replicates the way things happen – the 3 simulation building blocks are:
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Agent Based Modeling
ABM transforms insight from statistical methodologies, various qualitative and quantitative data sources into initial conditions that set up a simulated environment. The model then calculates how the initial conditions are likely to evolve over time and exposes the probabilities of all possible outcomes.
ABMCombines various types of insightLeverages insights to find emergent outcomesAllows testing of breakthrough ideasDynamically predicts “what could be”Explicit assumptions are evaluatedAccounts for individual behavior
Common MethodsEpisodic research that estimates “what is”Relies on historical norms to predict the futureCannot account for breakthroughsData limited to one typeMany unexamined assumptionsAnalyzes the population in aggregate
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What is the likely change in brand perceptions?
What are the awareness trends for each segment & competitor?
How many units are sold among each segment?
Customer Behavior
What is the change in brand equity for each competitor?
How do different brand drivers affect changes in perception?
What are the trends in perception among key segments?
Brand Perceptions
What is each touchpoints’ contribution to sales for the year?
What are the cross-channel interactions?
What is the effect of each touchpoint on WOM?
TouchpointImpact
What is the expected sales per segment & competitor?
What is the ROI of each competitors’ marketing campaign?
What is the ROI for each customer segment?
Return onInvestment
ResourceAllocationScenarios
Answers These Questions Simultaneously
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INPUTS DESCRIPTION
Product and Category Basic industry overview report
Customers and Perceptions Segmentation and brand tracker
Touchpoints Media touchpoints and performance
Marketing Strategy Media spend and messaging
Uses Easily Gathered Data
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Collect Data Calibrate Model Create Scenarios
4 Weeks 4 Weeks2 Weeks 10 Weeks
Typical Timeline
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Pricing
• Pricing is based on:– Yearly licenses– Each license includes one brand group and one geographical
territory• Includes training, support• Additional licenses (for different demographics and territories) at
discounts• Special pricing is available on related products and services that
facilitate and support the modeling process:– Data gathering, manipulation and analysis– Primary research
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Contact Us For A Strategy Consultation
Media Needle 1620 Broadway, Suite BSanta Monica, CA 90404
www.medianeedle.com@MediaNeedle
Michael [email protected]
