PRINCETON, N.J., July 6, 2004 (PRIMEZONE) -- New marketing research technologies provide corporate marketing executives the ability to bring new ideas to market much quicker, less costly and more accurately than ever before, according to the latest issue of MarketingNPV(R) Journal, a publication focused on helping marketing executives improve their decision-making skills and processes.
"Brining new ideas to market does not have to be a costly and time-consuming task," observes Pat LaPointe, founder and editor-in-chief of MarketingNPV Journal. "Marketing research technology and mathematical science have advanced so much in just the past few years that marketers can now realistically test many more ideas in less time with greater confidence that they ever could before. The marriage of the Web and statistics offers the potential to dramatically increase the speed to market of new ideas."
According to LaPointe, the potential to capture new market or customer share and stay at least one step ahead of the competition is there if corporate marketers know how to apply the tools.
In this issue's cover story, MarketingNPV Journal takes a look at three such techniques shaping product/service testing. The techniques offer quicker, quieter (in the stealth sense), less costly, and more accurate ways to test new concepts and explore dozens or even hundreds of discrete value propositions simultaneously. The article provides descriptions of multivariable testing, choice options modeling, and partial differential testing, and presents examples of how they can be used independently or together to make great progress.
John Cripps also offers additional insight in Nobel Prize-winning choice options modeling and its breadth of application to accelerating ideas to market.
Moreover, the issue features an interview with Arun Sinha, CMO at Pitney Bowes, about how the company constructed a marketing scorecard to measure its success at migrating its powerful brand image beyond mailing machines into document management services. There is also a case study on how HSBC used some smart measurement techniques to shake the waste out of local market advertising and promotions.
Additionally, the issue provides marketers with a few new tools and techniques to help measure and improve their marketing effectiveness.
Copies of the new issue can be viewed and downloaded from www.MarketingNPV.com.
MarketingNPV(R) (www.marketingnpv.com) provides the insight, techniques, and tools to improve financial return from marketing investments. MarketingNPV builds marketing dashboards, provides consulting and training, maintains a website, and publishes a bimonthly journal, all to help marketers make smarter decisions, better assess the economic value of their initiatives, and make stronger cases to request or defend resources.