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FIND YOUR SOLUTION

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AD EFFECTIVENESS

The messages you send to the marketplace need to be sharp and on target. FGI has several methods to help you at any point during the creative process.  We prioritize promise statements so you have a sound basis for creative development; assess creative concepts to identify the strongest; and give precise measurements about advertising’s appeal, clarity, and believability.  FGI can also counsel you on campaign effectiveness by tracking advertising over time to measure how well the advertising impacted the market place.

  • Benefits

    More impactful advertising ♦ Understanding from your customers’ point of view ♦ Specific data showing where to refine and polish ♦ Sound basis to make go / no go decisions

  • Features

    Metrics chosen specifically for your situation ♦ Statistically sound sample of your customer base ♦ Flexibility to test large number of variables ♦ Cost effective methods

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MODELING & SCORING

Imagine that you have conducted a concept test among 500 respondents who currently buy your product, and you want to identify which of the million other customers would also be likely to buy it. It’s impractical (and expensive!) to do a survey with a million customers, but that’s where propensity modeling and database scoring come in.  A model can determine what behavioral, demographic, or other data are predictive of intent to purchase one product or other.  By developing this kind of model, probabilities of purchase can be assigned to the much larger customer base, which helps you target which of your customers are most likely to buy your product. 

  • Benefits

    Allows you to limit your direct marketing campaigns to the people most likely to buy ♦ Can be applied to existing customer or purchased prospect lists ♦ Segmentation classifications can be appended to customer records ♦ Models can be deployed for different product configurations, which helps you market the right product to the right person

  • Features

    Scores appended to customer or prospect lists ♦ Sources of rich third-party behavioral and lifestyle variables available ♦ Models can be tested for correct classification rates prior to scoring ♦ Scores and model can be updated as conditions change or business needs warrant

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TRACKING STUDIES

Marketing is expected to create changes over time; tracking studies show if they do.  FGI helps our clients monitor brand image, advertising, pricing change, and other marketing initiatives over months and years.  Our regular reports provide clients with feedback on effectiveness, ups and downs, developing problems, and changing attitudes and behavior.  

  • Benefits

    Accurate read of performance over time ♦ Early detection of developing problems ♦ Greater understanding of factors affecting marketplace performance

  • Features

    Longitudinal measurements ♦ Targeted sample ♦ Regular reports with actionable recommendations ♦ Data roll-ups at specified time intervals

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CHURN / RETENTION RESEARCH

An FGI churn study (also known as attrition study) helps companies determine their customer losses and develop plans to control it.  FGI analyzes your customer data to create clear definitions of the types of clients prone to leave and conducts surveys to understand their motivations and reasons for leaving.  This 360 degree perspective provides the clearest data on attrition’s causes and provides a superior starting point for plans to reduce it.

  • Benefits

    Create actionable retention plans ♦ Create recovery plans for churned customers ♦ See economic impact of attrition ♦ Learn which customer data points need to be monitored to identify those at-risk ♦ Define profile of customer categories most likely to leave

  • Features

    Analysis of customer database ♦ In-depth survey of churned customers ♦ Segmented data reports ♦  Comprehensive reporting with actionable insights and recommendations

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