CMM (Consumer Mix Modeling) Services

COMPASS

This is a service that uses customer awareness data to clarify the purchasing mechanism between your company and your competitors, and to clarify "who" and "how" you should approach in order to maximize your business.

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OVERVIEW Overview

COMPASS is a CMM (Consumer Mix Modeling) solution that elucidates the mechanism of consumer brand selection. It analyzes the impact of the 4Ps of marketing, CX, customer attributes, and brand assets on consumer purchasing behavior. This makes it clear who and how to approach them, and also allows you to calculate the effect of taking market share from competitors. COMPASS is a powerful service that supports data-driven decision-making in marketing and accelerates corporate growth.

FEATURES Features

Analysis of the mechanism behind "brand selection" among competitors

Statistics will reveal how the 4Ps of marketing, CX, customer attributes, and brand assets affect your competition for customer share.

Analysis of your company's "loyalty" mechanism

We will use statistics to clarify what are the driving factors that create the important "loyal customers" that support our own brand sales.

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HOW IT WORKS process

STEP 1: Organize strategies and discuss hypotheses

We clarify the target audience and segments and decide which demographic to approach. We analyze and design after sorting out your company's current marketing situation and issues, such as your competitors' market share and your company's loyalty status.

STEP 2: Data collection and analysis

We design surveys to structurally and numerically grasp the driver elements for increasing "switches" and "loyalty," collect asking data, and then perform analysis.

STEP 3: Model construction and simulation

Finally, we develop a consumer behavior model and perform a switching rate simulation to quantitatively evaluate the extent to which each factor affects consumers' brand choice.

DIFFERENCE WITH TRADITIONAL SURVEYS Common pitfalls with traditional surveys

In general surveys, a higher score than the average or competitors is considered a good score, but this does not necessarily mean that the brand will be chosen more often.

Although it provides an understanding of the current situation for each item's score, it is often difficult to translate it into actionable information, such as the impact of improvement or predictions based on that information.

Even if the degree of impact is considered using a statistical approach, it is difficult to take into account the heterogeneity of respondents, and the results tend to be weak as suggestions for specific actions.

VALUE PROPOSITION Value Proposition

Clarifying the mechanism of brand selection,
Enable data-driven decision making

Understand consumer purchasing behavior,
Ability to create accurate marketing strategies

Marketing 4P, CX, customer attributes,
The impact of brand equity on brand choice
The impact can be quantified

Through marketing measures and actions
The effect of switching from competitors can be calculated.

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MARKETING DECISION-MAKING CHALLENGES SOLVED COMPASS solves marketing decision-making problems

Identifying key drivers of growth

Not knowing what the key drivers are for business growth

Adapting to change

Rapidly changing environment makes traditional approaches less effective, and complicates the prioritization of key challenges

Identifying what to improve

Difficulty in identifying failure/success factors and determining improvement strategies and actions

MMM × CMM SYNERGY Synergy with MMM service "MAGELLAN"

By combining "COMPASS" and "MAGELLAN," you can optimize both the "quality" and "quantity" of your marketing, thereby realizing a growth cycle. "COMPASS" will clarify "who" and "how" you should approach, while "MAGELLAN" will provide the optimal budget allocation to maximize the ROI of those measures. This synergy will strengthen data-driven decision-making and dramatically improve the success rate of your company's marketing strategies.