A Look Ahead

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A Look Ahead

• Glimpses of the Future
• Lifelong Learning of ME

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Marketing EngineeringA Look Ahead

• Data warehousing
• Online analytic processing (OLAP)
• Intelligent marketing systems
• Simulations
• Groupware
• Improved user interfaces
• ASP model for software distribution
• Lifetime learning

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To Sizzle Brand Manager From CoverStory Date 06
/05/99 Subject Sizzle Brand Summary for Twelve
Weeks Ending May 22, 1999
Sizzles share of type in total United States was
8.3 in the CB Juice/Drink category for the
twelve weeks ending 5/22/99. This is an increase
of 0.2 points from a year earlier, but down 0.3
from last period. This reflects volume sales of
8.2 million gallons. Category volume (currently
99.9 million gallons) declined 1.3 from a year
earlier. Sizzles share of type is 8.3up
0.2from the same period last year. Display
activity and unsupported price cuts rose over the
past yearunsupported price cuts from 38 points
to 46. Featuring and price remained at about the
same level as a year earlier.
Components of Sizzle Share Among Sizzles major
competitors, the principal gainers are Shakey
up 2.5 points from last year to 32.6 Private
Label 0.5 to 19.9 (but down 0.3 since last
period) and loser Generic Seltzer 0.7 to
3.5 Shakeys share of type increase is . . .
Components of Sizzle Share Among components of
Sizzle, the principal gainer is Sizzle 64oz up
0.5 points from last year to 3.7 and
losers Sizzle 48 oz down 0.2 to 1.9 Sizzle 32
oz down 0.1 to 0.7 Sizzle 64 ozs share of type
increase is partly due to 11.3 points ride in
ACV with Display vs. year ago.
Future of ME 3
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Modeling Technology
Groupware plus decision models
Online decision models (ASP OLAP, etc)
Intelligent/automated decision models
MarketingEngineeringtomorrow
Stand-alone marketing decision models
General purpose analysis tools (e.g., SPSS, LP
packages)
MarketingEngineeringtoday
Model User
Analyst
Trainedmanager(in marketingengineering)
Novicemanager
Non-managerialemployee
Forecasting
Allocation and optimization
Simulation
An overview of the evolution of Marketing
Engineering to support a wider range of users
and decision tasks using emerging technologies
Explanation
Decision Tasks
Future of ME 4
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The New Learning Model

• We are all becoming knowledge workers
• Learning and work are becoming contemporaneous.
• The shelf life of information/knowledge is
  shrinking dramatically
• Learning is becoming a perpetual process.
• Information is becoming freely available to
  learners
• Learning is becoming a decentralized/democratic
  process.
• New knowledge/information is being created at
  mind-numbing rates.
• Learning is becoming a discernment process.
• Knowledge is needed just-in-time, not
  just-in-case
• Learning is becoming context-embedded.
• Career moves and job changes are becoming more
  frequent.
• Learning is becoming self-directed.

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Future of ME 6
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Future of ME 7
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Our Plans forMarketing Engineering

• Continue to test effects of Marketing Engineering
  under controlled experimental conditions
• Further implement ideas/tools in companies
• Professional versions online
• Continuous improvement of existing models
• Develop new models (e.g., generalized resource
  allocator, sales territory alignment, enhanced
  choice modeling)
• Marketing Engineering on the Net as ASP
• ME/HCV Portalsstay connected---www.mktgeng.com/ww
  w.valueharvest.com

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Wrap up 9
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Wrap up 10
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Wrap up 11
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TOP TEN REASONS FOR THE ME COURSE

• 10 Enhance your marketing with a model!
• Dazzle 'em with a few equations, and they'll
  believe anything else you say.
• Learn how to take the "con" out of conjoint.
• Einsteins formula was really F(un) ME2.
• Find out before anyone else when McDonald will
  sell its 200 billionth burger.
• Prove to management that advertising is 15
  commission and 85 confusion.
• Predict the sales of Coke without knowing its
  secret ingredients.
• Beat out your competition -- sitting in your
  office, playing on your computer!
• Get a job where you keep bankers hours, but make
  out like a bandit.
• (DRUM ROLL ......)
• Show your partner that you can do much more than
  just turn on a computer.