A collection of Concentric-related materials.
Our thoughts on simulation, validation, attribution and other analytics that Concentric Market® provides. We also compare simulation to other approaches like marketing mix modeling and regression analysis.
Call us today and our team will share how we integrate data, how our model works, and why we know it is valid. We will also readily share references from users in companies around the world who will tell you their experiences. Finally, we invite you to tell us more about yourself and explore how simulation can help your organization.
What others say about us.
Attribution is a term that means all things to all people; but its complexity is often misunderstood. In this feature, ExchangeWire speak with Paolo Gaudiano, founder and CEO, Infomous, and attribution expert in his capacity as board member of attribution specialist, Concentric. Gaudiano explains how a ‘concentric’ approach to attribution is much more effective in understanding the individual and how that understanding can be scaled into marketing strategies.
Through this alliance, colleges and universities will benefit from Concentric’s agent-based modeling method to synthesize large data sets, and to apply the same strategic decision-making and predictive analytics frameworks available to business and industry. At the same time, the growth strategy advisors at Phoenix will help to advance the profile and prestige of higher education systems that, in recent years, have been buffeted by demographic and economic change, and new technological demands.
``We don't think there's a silver bullet,`` Katrin Ribandt said. And probably not a single methodology for measuring the ROI impact of all platforms in the digital space. But Ribant believes Havas, working with data cruncher Concentric, has reached a milestone on the road to more accurate ROI measurement across digital channels that are higher up in the purchase funnel than search.
There is a new approach evolving that I call simulation marketing in which machines, rather humans, analyze data. Concentric uses an altogether different approach called agent-based modeling in which they simulate not consumers, but entire markets. This allows marketers to come up with “what if” scenarios and test them virtually rather than in-market. Its models have proven to be over 90% accurate.
Ten years ago maybe one in twenty prospective clients had heard about agent-based simulation. Today it’s about one in five. Ten years from now you’ll be able to buy shrink-wrapped agent-based simulation software at Staples. That’s why the future of innovation is simulation. Whereas before, we would sit amongst ourselves, decide how the world might work and test our ideas in the market, now we can test them in a virtual environment built by real world data at much lower levels of cost and risk.
We start to see the potential of forcing analytics out of their comfortable silos. Agent-based models offer a tool for understanding how things might (not will) play out under different scenarios, including the possible outcomes of different marketing strategies.
The global strategic alliance matches Concentric's agent-based simulation technology with Nielsen's massive data assets and expertise, to help optimise clients' ad campaigns. Nielsen says its new simulation offering 'will replicate consumer and marketplace conditions, including earned, paid and owned media, competitive activity, product features, consumer perceptions and word-of mouth to mimic real-world marketplace dynamics.' Clients will run possible strategies through the simulation to see which generates the strongest return.