Call in the Big Data A-Team: Copernicus and Carat’s Advanced Analytics Group Bridge the Gap Between Consumer Insights and Marketing Analytics
Boston, MA (PRWEB) July 08, 2013 -- Copernicus and Carat North America’s Advanced Analytics Group have become a single unit under the Copernicus organization. The rallying cry of this big data A -team: help clients fuse consumer insights and marketing analytics into game-changing marketing strategies.
Mike Vitti, Chief Operating Officer of Copernicus and team leader of the Advanced Analytics practice, describes the enormous power of infusing advanced analytics with world-class marketing research:
“By better understanding your target and how they shop and buy, you ensure your forward-looking analytics, modeling, and simulation tools will get your brand where you want it to go.”
Founded by pioneering marketing consultants and authors Kevin Clancy and Peter Krieg in 1993, Copernicus is the marketing strategy consulting arm of the Aegis Dentsu network. The firm works with leading B2B and B2C brands globally, including GE and GM.
Also a part of Aegis Dentsu, Carat developed its Advanced Analytics Group to meet the expanding needs of its clients with the onslaught of big data and increasingly complex media landscape.
As it observed clients struggling to integrate their consumer insights and marketing analytics groups in order to improve their strategy and plans, Aegis Dentsu recognized the opportunity to expand the talents of this group in a merger with Copernicus.
“We’re hearing more and more clients say they want to organize around the consumer, and make better planning decisions based on deep knowledge of their customers,” explains Doug Ray, CEO of Carat.
“At the same time, they say they haven’t figured out how to make the insights coming from their marketing research and analytics groups work together in the way they need them to in order to make better decisions.”
As an example of the type of customized services the firm will offer to extract and integrate insights from marketing research and big data, Vitti points to the firm’s marketing mix optimization solution, Copernicus Computational Modeling(CCM).
CCM is a customized, dynamic tool for marketers to:
• Better understand how specific target segments make decisions and identify the bought, owned and earned media that will influence behavior along the path to purchase.
• Test potential marketing strategies and tactics—even ones they have never tried before—among different market segments to identify the marketing and media plan that maximizes ROI.
• Assess how changes to different strategic and tactical elements influence sales, brand equity, and customer behavior.
• Prepare for competitive response by simulating different marketing and media scenarios.
• Develop and plan marketing activities in the consumer-centric way that is most familiar to brand managers and communications planners.
To set new industry standards with CCM, Copernicus is sourcing expertise from across the Aegis Dentsu network. The firm has tapped RoundarchISOBAR for data warehousing, management, and visualization capabilities, as well as Data2Decisions, an established marketing mix consultancy and recent Aegis acquisition, for supplemental ROI analyses.
“We are building on our core expertise in ways that are highly relevant and valuable to our clients,” says Vitti.
“We want to make it easier for our clients to use research and data in ways that produce considerable advantage to their business.”
Copernicus recently showcased its thinking and expertise in this area in Marketing Planning 3.0, a five-part webcast series.
In this free educational series, speakers from Copernicus and special guests shared their ideas and best practices for using research, analytics, and marketing mix optimization to improve the effectiveness of their marketing investments.
To learn more visit, copernicusmarketing.com/marketing-planning-3.0.
About Copernicus
Copernicus is a research-driven marketing consulting firm in the business of transforming companies. Part of Aegis Dentsu, the world’s leading focused media and digital communications group, Copernicus uses frontline experience, insights, and advanced analytics to develop, plan, and implement strategies that change brand trajectories.
Over the course of 20 years in business, the firm has established a strong reputation for its state-of-the-science approaches to market segmentation, targeting strategy, and brand positioning.
Copernicus' expansion into marketing analytics represents a natural evolution in its founding mission: to change the way businesses think about, practice, and evaluate marketing. Copernicus will apply its experience making marketing research highly actionable and relevant to marketers and the decisions they need to make to this new endeavor.
For more information about the services Copernicus offers, contact Jeff Maloy, Chief Marketing Officer, at (203) 831-2375.
Ami Bowen, Copernicus Marketing Consulting and Research, (617) 449-4179, [email protected]
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