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BA Solutions Overview

Every day, MSA's Business Analysis (BA) division's custom analytics help Consumer Packaged Goods (CPG) companies and those from many other industries gain the insights they need to forecast, budget, market, solve complex challenges and grow.

We work across virtually all industries, using advanced analytical techniques, along with tried-and-true methods, to provide clients with unparalleled answers to their most pressing questions. We provide a level of problem solving that just can't be achieved with off-the-shelf solutions.


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Mobile Coupon App for CPG

CPG companies can now build 1:1 relationships with their consumers

What we do

Management Science Associates, Inc. (MSA) has been  providing clients with a complete Direct Marketing (DM) program management solution for many years. Until recently, the programs have focused on sending DM mailers and email (eDM) to select consumers from large opt-in databases owned by those clients. MSA has now developed and implemented an advanced Mobile Coupon app feature to our solution so as to enhance the DM programs we manage.

How we do it

MSA's Mobile Coupon app serves targeted consumers with digital coupons on their smartphones to purchase certain promoted products. The app has several key features:

  • It can provide multiple digital coupons each week to preregistered consumers, redeemable at participating retail outlets. The participating retail outlets list can be updated as often as desired.
  • A list of nearby retail outlets accepting a coupon offer can be served based on the consumer's current mobile phone geolocation. A mobile coupon offer can be activated when a consumer's location is within a specified radius (e.g., within a half-mile) of a retail outlet. Consumers then have a specified number of minutes to present the selected coupon offer at the retailer's checkout before the offer expires.
  • Alternatively, consumers can use the app’s image recognition feature. All they have to do is scan a product they are interested in buying in-store with their phone's camera. The app will then bring up any available coupons for that brand already on their phone as a result of being a member of the client’s opt-in database. The consumer then chooses the digital coupon they want to redeem at checkout.

What is required?

MSA's Mobile Coupon app is compatible with both iPhone and Android smartphones.

Click here to download more information about the Mobile Coupon App for CPG


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Retail Analytics

What we do

Management Science Associates, Inc. (MSA) works with clients to maximize their brand sales through optimizing the distribution of the right products, to the right places, with the right amount of marketing support, for all retail environments.

How we do it

MSA implements a myriad of methodologies to achieve clients' product distribution and sales goals:

  • Product Assortment Optimization – group retail outlets with similar performance dynamics and then identify which brands are contributing to the majority of sales within each group, while excluding those that have only marginal contributions to sales.
  • Retail Segmentation – group similar market or customer entities to facilitate efficient and effective implementation of distribution, tactical trade promotion (i.e., TPO) and in-store communication initiatives.
  • Store Layout Optimization – using our proprietary Perfect Store Impact Tool, estimate impacts on brand and category sales based on changes to a multitude of business driving elements; store location, assortment quantity and quality, main location facing, category layout and product placement, and even secondary product placement.
  • New Product Introduction Analytics – for either new products or line extensions, simulate forecasts of sales volume and market share performance, including any impacts from cannibalization, as well as distribution growth and acceptance estimates, including identifying distribution gaps and opportunities.
  • Twitter Followers Segmentation – using our proprietary technique, gain a better understanding of consumers' attitudes and usage of brands, as well as their buying habits, based on their social media comments and activities on this major platform.

What data is required?

These approaches offer the great flexibility of being able to use either Retail data; such as POS, distributor sales or shipment data, or Consumer data; such as from panels or surveys.

Click here to download more information about Retail Analytics


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Marketing ROI Optimization

What we do

Management Science Associates, Inc. (MSA) works with clients to maximize their return on marketing investments: across markets, across a portfolio of brands, and across a myriad of diverse marketing activities. These activities can include trade promotions, traditional media communications, and digital and social media communications.

How we do it

MSA develops full Marketing Mix Models (MMM) for all brands within the scope of the analysis using what we describe as an artisan approach to model development. Our highly experienced and talented Analysts create all brand models from scratch, and then finely tune them by hand to completion. Our clients find that there are many advantages to taking an artisan approach for brand model development, versus using automated modeling tools or black box algorithms.
Secondly, we implement a unique, two-stage process to develop models:

  • We first develop Stage 1 models to determine the interdependent effects of all paid media (traditional as well as digital and social media), owned (websites, Facebook sites, etc.) and earned media (organic search, website visits, etc.).
  • We then develop Stage 2 models that are full marketing mix models to determine the impact of all factors on sales.

The final key component to MSA's solution for our clients is NaviGATE™, which is our cloud-based simulation and optimization application. With NaviGATE, we harness the explanatory and predictive power of marketing mix models to measure and optimize Marketing ROI: across markets, across a portfolio of brands, and across marketing vehicles. NaviGATE is technology that acts as an enterprise wide repository of analytical models, and allows for the ongoing utilization of marketing mix models.

Additionally, an alternative to analyzing full marketing mix models to measure the ROI of marketing investments is to apply them to conduct Base Sales Volume Analysis. The focus here is to clarify all of the non-marketing drivers of sales, such as seasonality and economic factors, as well as measure sales not affected over the short-term from marketing investments. This proportion of base sales is from loyal buyers; sales driven by brand equity.

What data is required?

Since the heart of this solution is the development of marketing mix sales models, historical sales data is required, along with data sets over the same period that represent the full marketing mix, including distribution, pricing, new product/service introductions, all promotional and communications activities, and consumer social media behaviors.

Click here to download more information about Marketing ROI Methology


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Price Promotion Optimization

What we do

Since pricing is one of the key marketing levers for almost all brands, Management Science Associates, Inc. (MSA) works with clients to help them better understand the effects of different price promotion strategies on brand sales. These studies typically focus on multiple geographical levels: nationwide, by region, by state, by county, etc. The resulting analysis leads to the implementation of optimal price promo strategies that maximize sales.

How we do it

MSA implements a three-phased approach to achieve clients promotional pricing goals:

  • Phase 1: Develop price elasticity models to measure a brand's sensitivity to changes in price at various geographical levels.  These models determine which geographic areas are more sensitive to price changes.  They also help gauge future sales impacts to significant price changes.
  • Phase 2: Develop price threshold models to understand at which prices do significant sales volume changes occur.  In addition, there is distinction made between Base price elasticity (i.e., longer-term pricing impact) and Promoted price elasticity, which pertains to the impact of temporary price reductions.
  • Phase 3: Using the Phase 2 price threshold elasticities, develop an optimization model to determine the most efficient spend (maximized volume while minimizing spend).  Optimization is determined by using a simulation tool that MSA has created which applies this model by calculating the expected brand volume impacts of different discounted price values.  Typical final output is optimal promotional price points for various geographical levels: nationwide, by region, by state, by county, etc.

What data is required?

This methodology uses POS Retail data.

 


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Ticket Sales Forecasting

What we do

For over 10 years, Management Science Associates, Inc. (MSA) has been providing performing arts companies in the U.S. and overseas with ticket sales forecasts for their upcoming seasons. MSA's forecasts have proven to be highly accurate, leading to more effective budgeting and program analysis for these companies.

How we do it

While the initial data setup for each performing arts company is unique, key input variables for an upcoming season would include every planned performance date and time and their respective creative, as well as details on their subscription packages.

For a symphonic orchestra as an example, important creative details would include the names of conductors and the featured soloists, the soloists' instruments, and the composers of the performed works.  Familiarity rankings for conductors soloists, composers and performed works are also included to differentiate their respective impacts.

MSA uses a proprietary simulation tool to determine total ticket sales forecasts for each performance, forecasting both subscriber and single ticket sales.  The aggregate of all of the individual performance forecasts is the total upcoming season forecast.

What data is required?

This methodology uses historical ticket sales data and performance details from previous seasons.

 


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Marketing Analytics Applications

What we do

Management Science Associates, Inc. (MSA) knows that some clients prefer to have access to analytical tools internally, rather than having to request outside suppliers for data output and answers every time there is a need. This is why MSA has taken some of its best marketing analytical tools and developed stand-alone applications for clients to manage and use on their own, in-house.

How we do it?

The stand-alone marketing analytics applications MSA offers to clients for their own, internal use on a cost-effective licensing basis are:

  • Market Matching Analytical Tool – Offers a systematic selection of test and control pairs or groups using retail, consumer, physician, or patient data.  This multiplicative model application utilizes the historical trend, variation, and level factors to compute a market similarity index.  The application matches criteria based on a time series or a point-in-time.
  • MAID (Multivariate Automatic Interactive Detector) – Segmentation Analysis using retail or consumer data.  This modeling application provides hierarchical segmentations using multiple dependent variables.
  • SAGE (Share And Growth Evaluation) – Market Share Analytics via source of volume analysis using retail or consumer data.
  • Market Impact – Concept Testing analysis using consumer survey data for new product forecasting.
  • Perfect Store Impact Tool – Store Layout Optimization by providing estimated impacts on brand and category sales based on changes to a multitude of business driving elements; store location, assortment quantity and quality, main location facing, category layout and product placement, and even secondary product placement.

What data is required?

Many of these applications offer the great flexibility of being able to use Retail data; such as POS, distributor sales or shipment data, Consumer data; such as from panels or surveys, or Physician and Patient data.