Welcome to the Knowledge Base

We’ve compiled hundreds of articles, case studies, tools and solutions all designed to help you meet your marketing measurement challenges.

November 23, 2008

Just Give Me a Number: How to Avoid the Flaw-of-Averages

Next time you're put on the spot for a best-guess number, here's an approach to improve your accuracy without delaying the response.

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May 11, 2008

An Introduction to Forecasting with Markov Chains

A brief tutorial on how to use Markov chains to predict market changes.

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May 11, 2008

Bass Diffusion Modeling (Download)

The Bass diffusion model is a forecasting model that assists in preparing new product forecasts when there is no historical data.

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May 11, 2008

Competitive Radar (Download)

Target market opportunities with this military-inspired tool.

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May 11, 2008

Decision Trees (Download)

This simple decision tree tool looks at the uncertain economic outcomes of launching a new product versus staying with the current one and asks whether or not more marketing research is a wise investment.

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May 11, 2008

Markov Chains (Download)

A spreadsheet tool for determining the potential payback from a hypothetical CRM campaign.

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May 11, 2008

Perceptual Mapping/Positioning Analysis (Download)

To learn more about perceptual mapping/positioning analysis and to obtain a working demo version of the tool, download this tutorial from DecisionPro, Incorporated. The tutorial displays a series of screen snapshots that demonstrate each step of the process used to create the mapping models.

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May 11, 2008

ReAllocator Tool (Download)

The model combines management science techniques with historical data and managerial judgments to calculate the incremental profit associated with changes in resource allocations.

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May 11, 2008

ROI Tools (Download)

This Forward ROI model demonstrates one way to ascertain the remaining potential of a project which may not have achieved its original objectives.

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May 11, 2008

Simulation Tools (Download)

Here we show you a simple Excel-based tool that can be used to judge the effectiveness of a wide range of marketing programs, including advertising, couponing, tradeshows, and direct mail. See our sample problem and then input your own test and control data.

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April 27, 2008

Moving up the Ladder of Insight

Where Are You on the Ladder of Insight? presents information on how to make the transition from one level of insight to the next.

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September 18, 2007

Answering the Age-Old Question: Did It Work?

The numbers are in and the test markets seem to have incremental lift over the controls. But was it really the program driving sales, or just coincidence? Here's a quick approach to being sure.

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September 18, 2007

How Much Will We Sell Next Year?

A demonstration of a simple forecasting process that can be done with easy-to-use desktop software tools.

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February 6, 2006

Measuring the Impact of Loyalty Initiatives

How can you measure the impact of loyalty initiatives when you can't construct clean test/control groups? See our latest T&T for an alternative approach.

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June 4, 2005

Is It Worth More to Be Punctual or Comfortable? Positioning for Better Marketing ROI

A new approach to positioning helps you see the actual economic potential of moving your brand positioning toward (or away from) one or more key attributes.

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January 17, 2005

Allocating Headcount When Data is Lacking but Opinions Aren't

Response models can help you determine which approach most likely will improve profits while you're building alignment in emotionally and politically charged debates.

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October 4, 2004

Breaking Traffic Jams in Strategy Development

Agent-based modeling can help you smoothly navigate through customer congestion to accelerate sales.

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October 4, 2004

Using Radar to Find Competitive Advantage

Turn a military-inspired tool into your secret weapon for targeting market opportunities.

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July 6, 2004

Measuring What Matters Most

From the people who brought you the Balanced Scorecard, Success Mapping is a step-by-step way to identify the really important things to measure.

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May 10, 2004

Creating Market Advantage with Delighters

Getting off the treadmill of new features/benefits can be tough in a highly competitive market. A simple Kano model might help improve your ability to find the things that will delight your customers to your advantage.

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