New Alliance for Measuring Marketing Return on Investment

Decision-Power, Inc. of Palo Alto California and Bottom-Line Analytics of Marietta, GA have announced a business alliance to offer advanced analytic models and simulation software which will enable companies to model and evaluate the effectiveness of their various marketing programs.

Marketing has traditionally been an intuitive function within corporations, with few processes or tools to precisely determine the effectiveness and financial returns to various marketing initiatives. Now, Decision-Power, Inc. and Bottom-Line Analytics have combined to offer advanced marketing modeling and simulation tools that will permit marketers from large businesses to small to develop disciplines for determining which components of their marketing spending are more effective than others. "These engagements offer companies the opportunity to finally get a handle on what they are getting for the vast sums of dollars spent on advertising, promotion, direct marketing, e-marketing and other marketing programs which represent substantial outlays for every business," says Michael Wolfe, President of Bottom-Line Analytics. "Overall, we believe that these tools are the wave of the future for corporate America and could very well be bigger than CRM or Supply Chain Management".