Our integrated approach to market research and data science surfaces insights that unlock transformational growth opportunities for our clients
Change the calculus.
Change the market.
To make a positive difference in any market, you first need a thorough understanding of it. But too often market research and data science capabilities are siloed or detached from front-line decision-making.
At Market Calculus, we take an integrated approach.
More data has been captured in the last two years than in the entire prior history of humanity. That means there’s an opportunity for big data to inform effective growth strategies like never before.
Data analysis enriches our understanding of how people act and transact, however it can’t tell us much about their perceptions and attitudes. Only custom research can tell us why people do what they do and decode how to influence them. That’s why integrated research and analytics is so important for market success.
Our expertise, both in market research and data science, combined with our proprietary tech, gives our clients facts and insights that are accessible, actionable and – ultimately – transformational.
Why Market Calculus?
Integrated Research
and
Analytics
+
Differentiated Tech
=
The Calculus of Growth
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Integrated Research and Analytics + Differentiated Tech = The Calculus of Growth •
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A journey of a thousand miles may well begin with a single step. We also recommend a map. Segmentation and market mapping takes the guess work out of where-to-focus and how-to-win, enabling cross-team alignment and confident commercial decision making to unlock growth.
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If you’re clear on your marketing goals, you probably want to be equally clear on your rate of progress. Our approach to brand equity management demonstrates your progress, decodes competitor activity, enables course correction, and supports optimisation of marketing investment and comms.
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Our proprietary approach, Positioning Calculus, brings absolute clarity to the question of what drives your brand equity. That enables crystal clear brand positioning, supports differentiation from competitors, and helps portfolio businesses to utilise all their brands optimally to deliver the overall business outcome.
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John Wanamaker famously said that half the money he spent on advertising was wasted, but he didn’t know which half. Market Mix Modelling helps get to the bottom of this question.
By expertly applying econometric methods – including linear and non-linear regression – to the marketing mix, we construct a robust algorithm that quantifies the proportion of sales driven by each marketing lever.
Outputs include estimates of the Return on Investment (ROI) from each marketing channel and tactic, and an understanding of the investment mix that will improve future returns.
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With the amount of data collected and stored rising exponentially, the opportunity to accelerate long run growth through an effective marketing data strategy is immense. However, very few organisations are exploiting this opportunity fully.
We evaluate our clients’ marketing data ecosystem, including technology systems for data capture, storage, privacy compliance, analysis, targeting and reporting. Our approach identifies whether data assets are deployed effectively into marketing operations. Outputs include a targeting framework and marketing measurement architecture.
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Making up-to-date data and insights accessible to business stakeholders is a key enabler for marketing agility. Through our deep expertise in dashboarding platforms and tech, we design, build and host fully-customised dashboards that put the right information on the table when decisions are being made.
We have a proven track record building bespoke reporting dashboards, scenario planning dashboards, interactive infographics and dashboards with integrated AI for the identification of trends, outliers and opportunities.
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Many organisations apply non-sophisticated approaches to price setting, such as cost-plus pricing, and it is common for decisions about pricing to be based on opinions, not data. This generally results in large amounts of money being left on the table.
Our experience in price management spans a broad repertoire of industries, including FMCG, retail, QSR, media and travel. We integrate client sales data with other sources (including bespoke research) to create clear pricing recommendations you can take to the bank.
Pricing-related research and analytics techniques we have a proven track record applying include price elasticity modelling, simulation, choice modelling and assessing pricing power.
Services:
Products & Proprietary Tech:
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Quantifies the marketing budget required to achieve your revenue target.
Budget Calculus is a proprietary scenario planning technology that evaluates the level of marketing investment needed to achieve your sales growth target. The solution brings to life objective-and-task budgeting principles. The required budget-level is determined based on rates of conversion through the marketing funnel.
Outputs are delivered through a secure, interactive online dashboard. They include the size of marketing budget required, a robust estimate of the Return on Investment (ROI) from marketing expenditure, and the projected impact on key metrics through the marketing funnel.
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Identifies your most lucrative audience segments.
Audience Calculus is a proprietary tech solution that segments and sizes your brand’s consumers, identifies which segments are the most lucrative to target, and ranks communication channels based on their ability to effectively reach and influence those audience segments.
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Your brand on a page.
Brand Calculus provides clarity on critical metrics that inform business and marketing decisions, through a single-page KPI profile of your brand.
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Razor sharp brand positioning and messaging clarity.
Positioning Calculus is a proprietary research approach that brings absolute clarity to the question of what drives your brand(s) equity. This enables crystal clear brand positioning, comms development and portfolio strategy.
