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Actionable Insights…NOW

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How is Optimization Group Different? We have a different philosophy

– First expand thinking to include more questions, more variables, more ideas– Then narrow to the driving factors and focus there

We ask different questions– Sometimes we do not ask questions at all– Focus is prescriptive insights…give you new information to help you make a

better, more informed, fact-based decision

We use different tools– Our tools are proprietary and award-winning– Include brandDelphi™ to brainstorm ideas, IdeaMap® to identify optimal

messages and FORESITE™, our stable of modeling tools designed to turn data into information

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Optimization Group Philosophy

Expansion

Reduction

“The diamond” is a metaphor for how we think

The expansion stage reduces the likelihood of Type I errors too early: rejection of the null hypothesis when it is true

The reduction phase reduces the likelihood of Type II errors too late: failure to reject the null hypothesis when it is false

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A Recent Winner!

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Allow us to brag for a moment…The ARF David Ogilvy Awards celebrate the extraordinary and/or creative use of research in the advertising development processes

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brandDelphi™ -- Voice of the Customer

IdeaMap® -- Optimizing Messaging

FORESITE™ - Our Modeling Practice

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Some Unique Offerings

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BrandDelphi™ What is it?

– An online brainstorming tool – Often used to expand the ideas being considered/evaluated – what are

the pain points? What does the ideal look like? Why is it important?

– Brings “voice of the customer” into the process to ensure options under consideration go beyond internal thinking

Niche Stars

Static Question Marks

RELEVANCE

IMP

OR

TA

NC

E

Idea Innovation Map

How does it work?– Online study. Team creates vivid

scenarios to spark a broader range of responses … Language is “Tell me about…” rather than a question

– Ideas evaluated on relevance and importance

– Look for patterns in the themes – emphasis on Star and Niche ideas

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IdeaMap®

What is it?– A form of conjoint analysis; experimental design enables identification

of causality -- not simply correlation– Often used to optimize the message – what can we say to maximize

interest/intent? Why is it important?

– Allows marketers to “engineer the optimal” rather than evaluate the best of x already designed alternatives

How does it work?– Online study. Team creates list of ideas to test. Ideas combined

systematically into concepts. Respondents exposed to multiple concepts, thus see each idea many times, each time in a different combination

– Allows us to “tease out” the effect of each idea (statistically) on its ability to drive the dependent variable (e.g.: interest, intent, etc.)

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Case Example: HP PC Tune-UpAn example of the power of brandDelphi™ + IdeaMap® together…the

IdeaLoopz™ process

Hewlett Packard wanted to better understand the attributes of the product and/or ownership experience that PC consumers were looking for. They recognized the need to consider a greater range of ideas than in the past and worked with OG to conduct a brandDelphi™ study

A consumer contributed the idea of a PC Tune-Up -- bring it in every x months to make sure it is running as it should

This Star idea was included in the subsequent IdeaMap® study where it was among the strongest ideas tested

HP developed the HP PC Tune-Up, initially developed as a free service, subsequently modified and offered as a service that consumers pay extra for

“At least 100,000 customers have taken the free class in the last two years. Sales of the Tune-Up have been robust. The rigor of the OG process and value that it has in pulling ideas out of customers was a core component of developing a portfolio of ideas we did not see. This has been incredibly powerful for our business.” – Greg Nika, Worldwide Program Manager, HP

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FORESITE™

What is it?– FORESITE™ is the combination of tools and processes

used by Optimization Group to identify complex relationships and patterns in data

– FORESITE™ = • Frame (the issue)

• Organize (the data)

• Research (the relationships)

• Explain (the relationships)

• Synthesize (the results)

• Install (the model)

• Track (the performance)

• Enhance (the performance)

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FORESITE™

Why is it important?– Modeling provides a gateway between the past and the future– Enables us to use what we have today to make better decisions

about the future

How does it work?– While the specific approach to a data modeling project varies with

the objectives of the analysis and the available data, most models are developed using these steps

1 3 5

2 4 6

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In Summary…

Marketing Analytics…not just “market research”– Primary data + secondary data– Integrate and synthesize data from throughout the

company – not just research data but also sales, marketing plan investments, etc.

Using proven tools and templates… – We frame data and convert to actionable information

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Some of our Clients

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Our Global Experience

US Canada Brazil Mexico UK France Spain Poland Italy Germany India China Australia South Korea Japan

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Contacts

Renee CameronGlobal Account DirectorE: rcameron@optimizationgroup.comT: 248.330.8728Portland, Oregon

Jeff EwaldFounder and CEOE: jewald@optimizationgroup.comT: 248.459.1194Ann Arbor, Michigan

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Intersecting marketing, science and technology™