June 26, 2012

Marketing Mix Optimization Software Firm ThinkVine Adds Analytical Services That Can Deliver More In-Depth Information With Every Scenario Customers Run

ThinkVine, a marketing mix optimization software company, recently announced the addition of analytical services offerings. In addition to providing marketers with custom information they need to make informed, strategic decisions about consumer segments, product features, pricing and channels, the results of ThinkVine Analytical Services can be leveraged in every run of the ThinkVine Marketing Mix Optimization software, according to the company. "With increased demand for actionable consumer insights and faster response time to market needs, ThinkVine is committed to innovation that enables marketers to quickly address changing market and consumer dynamics and confidently make changes to their marketing mix," said Gregg Ambach, ThinkVine vice president of analytical services, in the company's news release. "We're breaking new ground here because the results from these services can be used in the software and deliver value in every scenario our customers run. That's a stark contrast to traditional approaches, where the results of research end up in a binder on a shelf and the marketing mix work doesn't even have consumer behavior in the model." These Analytical Services will enable ThinkVine to deliver more strategic guidance about marketing spending levels, timing and tactics across consumers, channels, products and geographies, both stand-alone and in the software, the release reports.

In the software, the information produces deeper insight into consumer behavior, which further improves the accuracy of short- and long-term forecasts and the in-depth information provided with each and every marketing scenario the customer runs.

"As consumer behavior changes, so must marketing. ThinkVine is focused on delivering excellence in software and service capabilities that help our customers find their edge in an increasingly competitive market," said Ambach.

ThinkVine is recognized as a leader by Forrester Research, which scored it the highest rated Current Offering in the space because of its innovative, agent-based approach to marketing mix modeling and its robust technologies.

According to Forrester, "ThinkVine's biggest strength is its focus on modeling how a group of consumers actually behaves when exposed to a communication or a promotional or a social activity."

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