Radius Rolls Out Marketing Mix Tool

New York-based Radius Global Market Research has launched Predictor™ a proprietary tool that integrates consumer tracking data with marketing mix data to evaluate marketing components, tactics and branding strategies.

Part of a suite of proprietary marcoms tools, Predictor uses a model which calculates an 'ideal' marketing investment level based on business goals, and identifies what in the current mix is having the most impact on sales, providing a dollar value contribution for every element and calculating a true ROI. It can also delve deeper into specific marketing components and issues.

MD Chip Lister says the product 'bridges the fundamental divide that exists in market research today by linking tracking data with marketing mix data' and enables clients 'to identify marketing tactics that are influencing sales and by how much'. The tool pinpoints individual elements such as aspects of brand imagery and quantifies their impact on a brand's relationship with consumers.'

The company was formerly known as Data Development Worldwide, and works in sectors including consumer products, financial services, pharmaceutical, communications, and traditional/new media.

No. 30 on the Honomichl US Top 50 listing, Radius employs more than 100 people throughout the US and is online at www.radius-global.com .

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

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