Bluestream Consulting: Market and Research

STATISTIC ANALYSIS

The use of Statistical Analysis in the field of Marketing:

Traditionally the use of statistics in the field of marketing was limited to descriptive statistics, merely showing where the numbers are at. But this can be greatly expanded to give firms a better understanding of the true situation.

•	Positioning analysis is used to see where a product is seen in the market by customers, but also to see where it is seen to be when compared to competitor products.
•	The well known conjoint analysis is used to identify customer preferences and looks at the worth of each contributing factor of a product or service. This information can then be used to estimate sales of a product or service based on what it offers.
•	Segmentation is a simple technique that groups customers in homogeneous groups. These groups can then be targeted based on their preferences.

All of the techniques mentioned above are well known and respected. There are however very powerful techniques not commonly used in the field of marketing that offer that little edge that is so valuable.

For example:

•	The Bass Forecasting model can be used to estimate the adoption rates for new products. Thus future sales of products that have never been on the market can be estimated. Think of the DVD player, when the world only knew of BETA and VHS.
•	Customer Choice (or Logistic) models are used not only to better understand the choices customers make in the market, but also to predict choices based on previous experience. Think of the advantage of this: You can market to a group of customers that you know have a better chance of responding to ads. Lower cost and better response rates!

Statistical and Quantitative Modeling Services

Statistical Analysis

•	Identification of the appropriate technique ( or set of techniques) to address the client requirement
•	Analysis execution with acknowledged software
•	Quality control of analysis
•	Reporting on results

Statistical Analysis

•	Design of surveys to address client requirement, ensuring that objective is addressed
•	Scale development that will facilitate the appropriate analysis
•	Sample design to ensure representativeness and suitability for analysis

Quantitative modeling

•	Identification of the appropriate technique ( or set of techniques) to address the client requirement
•	Optimization through the utilization of appropriate operations research techniques

Analytical Hierarchical Process Consultation

•	Facilitate the design and construction of the objective and the associated criteria and sub-criteria
•	Facilitate the pair-wise comparison session(s)
•	Analyze results
•	Report on outcome.

Strategic organisational performance measurement analysis

•	Internal and External Environment cross-impact analysis to inform strategy and executive decision making
•	Analysis-based predictions and fact-based understanding of cause and effect relationship between the approved set of KPI's
•	Initiative value tracking and determination of contribution to achievement of organisational objectives
•	Visual and analysis-based summary reporting
•	Top-down and bottom-up alignment of key performance indicators at strategic, tactical and operational level
•	Financial risk analysis
•	Organisational performance management courses
•	Strategy mapping and development of balanced scorecards

Benchmarking

•	Identification of benchmarking parameters ( services/ process or metric)
•	Source required benchmarking information
•	Analyze internal information against accredited benchmarking information
•	Prepare report

Strategic corporate portfolio analysis

•	Strategy engagement of project portfolio's through strategy mapping
•	Investment optimization through strategic pipeline optimization
•	Holistic portfolio risk vs. project risk ( include organisational risk tolerance, use of simulation and the handling of project interdependencies)
•	Advanced portfolio analysis techniques
•	Portfolio stress testing

Management frameworks : Tracking, evaluation and measurement components

•	Assist and advise on the required measurement and analysis components of frameworks such as SAEM, ISO , COBIT, etc.

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