Mktg SIG: Market Intelligence at Web Speed
Using Market Research Automation to Make Faster and Better Decisions
Daniel Greenberg - Active Decisions
Mitchell Park Community Center
3800 Middlefield Road
(between Meadow Drive and Charleston Road)
Palo Alto, CA
7:00-7:20pm introductions and announcements
$10 for Non-SDF Members, No charge for Members
About the session
Manufacturers are under constant pressure to get new products out quickly — not just innovative products, but ones that exceed customer demands and outperform the competition. As businesses struggle to keep up, their information needs are outpacing the market information sources available. As product life cycles continue to shrink, there is less and less time to stop and conduct traditional research studies. Product managers and marketers need answers that give them complete clarity about the rapidly changing marketplace, so that smart, timely decisions can be made.
Traditional market research is in a crisis. Most studies take months to complete, are excessively expensive, and offer only a "snapshot" of the market. They offer little value for day-to-day decision making. Moreover, the data these studies amass are often plagued with problems. For example, survey cooperation rates have declined dramatically in recent years as the pace of life has increased. Most studies don't even survey actual buyers, but use proxies gleaned from lists or random selection.
This outdated approach is now being replaced by services that reduce research time from months to minutes: Market Research Automation (MRA). MRA services aid mission-critical decision-making by delivering market intelligence on a live, continuous basis using the Internet or other computing technologies. Whether Internet-driven or software-based, this new class of information service allows manufacturers and retailers to get up-to-the-minute market intelligence directly from their desktops. MRA accelerates product development cycles to Web speed - particularly important in the age of e-business. The actions taken using these analyses result in highly marketable, profitable products that are brought to market faster.
For example, companies are able to spot strategic opportunities before competitors do, test new product or promotional concepts early in development, or even validate day-to-day tactical decisions. MRA services can deliver instant targeted insight on consumers' feature preferences to product line managers, on brand perceptions to marketing managers, or on competitive moves to sales managers as they happen. Most importantly, MRA allows these constituencies to track trends over time and run "what-if" scenarios with minimal effort or expense.
In this session, Daniel Greenberg will demonstrate how leading consumer products manufacturers are squeezing months out of product development using Web-based Market Research Automation services as a powerful competitive weapon.
About the presenter
Daniel Greenberg is VP of Marketing at Active Decisions, a leading supplier of eCRM decision support applications. Prior to co-founding Active Decisions, Daniel was vice president of global marketing for AC Nielsen, the world’s largest market research company. During his tenure there, he orchestrated the development of the company's global Internet strategy and managed the marketing activities of 150 people across the company's operations in 93 countries.
Prior to AC Nielsen, Daniel was an executive with Dun & Bradstreet where he worked in a number of the company’s market research divisions. While working for IMS UK, Daniel developed the pharmaceutical industry’s first syndicated forecasting system.
Daniel has extensive experience in statistical modeling and analytic market research. Prior to joining Dun & Bradstreet, he consulted for General Motors’ product planning group where he assisted with the development of a state-of-the-art market simulation system. He also worked for the John Morton Company where he specialized in advanced market forecasting analytics.