Maritz Debuts 'DecisionVue 360'

US-based Maritz Research has introduced a custom analysis product called 'DecisionVue 360', developed to provide insight into how customers purchase a product or service, or reject it in favour of a competitor's.

The new tool uses brand rejection analysis to provide insights into what factors cause consumers to turn away from a brand, as well as when and why it is eliminated during different parts of the decision process.

DecisionVue 360 uses proprietary cohort analysis to measure user engagement over time. This, the firm says, enables marketers to understand how the purchase cycle is working for their product category, and how the customer's consideration set changes over time.

It also provides users with real-time feedback, to enable them to adjust their marketing strategy and tactics mid-campaign.

The tool's creator Michael Allenson, Senior Strategic Consulting Director of the company's Technology/Telecom Research Group, comments: 'If suppliers can't analyze and adjust marketing tactics and channels during the consumer's decision lifecycle, they can lose significant market share and brand position. DecisionVue 360 offers a sophisticated analytics engine to pull apart and make sense of how consumers select a tablet, smartphone, computer, or any other product purchase.'

Web site: www.maritzresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.