Prominent Predictive Profs Join Primary

Primary Intelligence, specialist in sales optimization through market intelligence, has announced that Professors Gary K. Rhoads and David Whitlark have joined as advisors to the global research operations division. The two have already helped to enhance the company's sales optimization technology, Outcome Analytics.

The two Professors are award-winners in the field of predictive modelling for sales and marketing. They will work with Primary Intelligence to transform standard win/loss analysis by quantifying and aggregating projects across industries, adding metrics to primary research results, and providing accurate predictive capabilities for sales optimisation. Work to date has centred on the predictive inference engine that drives Outcome Analytic.

Rhoads is a professor of marketing at Brigham Young University, and has worked with many of the world's top high-tech companies, developing effective marketing strategies for high-tech firms by assessing market potential and consumer decision making through values and motivation research. He is a frequent contributor to the Journal of Marketing Research, the Journal of the Market Research Society, a number of sales and marketing publications and various AMA Proceedings. He was a founding partner of Direct1.com and is presently the founder and chairman of the board of Allegiance Technologies.

Whitlark is an associate professor of marketing at the Marriott School, Brigham Young University. During the 1990s he spent time working for WirthlinWorldwide as vice president of research methodology, and in 1997 headed up a team from WirthlinWorldwide that was awarded the David Ogilvy Gold Medallion by the Advertising Research Foundation for its work with the American Plastics Council. In 1998, BusinessWeek recognized Whitlark as one of the country's top business professors.

According to Rhoads, 'This new model, aside from the fact that it is breaking new ground and filling a long-standing need for sales teams, is exciting because it is based on real-world business data, not sales philosophy or theory'.

Chris Dalley, vice president of research operations for Primary Intelligence, says the company has done more win loss assessments than any other firm in the world, and 'consistently pioneered the development of this industry by introducing new assessment tools. With the addition of the modelling talent of Doctors Rhoads and Whitlark, Primary Intelligence will provide its customers with tools that add value in ways that have never been available in the past'.

Primary Intelligence's web site is at www.primary-intel.com

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

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