Marketing Optimization
TCP have developed a unique range of marketing optimization tools, all of which are focussed on helping the marketeer meet their marketing objectives at reduced cost and with greater efficiency.
Budget Distribution and Media Optimization
The challenge for each marketing planner is to:
a) define the optimum communications budget distribution (for each business unit, channel, or product)
b) within that defined budget distribution pick the optimum mix of media
Owing to the plethora of marketing objectives and distribution channels this has become a highly complex multi dimensional mathematical challenge.
Our software tools based on linear programming techniques are able to efficiently evaluate countless scenarios which cannot be met by conventional programming approaches.
TCP can also provide econometric and analytical support to provide, where required, the input data and metrics to run the optimization scenarios.
A unique tool which helps marketeers plan their communications’ budget allocation by product, and by channel, over a planning period such as a year, and to optimize this according to a single objective function, such as contribution, whilst respecting other constraints, maxima like budget limits, and minima like product sales, or geographical penetration, at the lowest opportunity cost.
Uses linear programming techniques to enable marketers, given a specific budget to spend with clear marketing objectives, to select the media to purchase within it to give the best results by those objectives, whilst taking account of declining response caused by increasing spend in any one media.
TCP are developing separate modules for digital and conventional mediato take account of the very different dynamics of the two.
Contact Optimizer is a software tool for marketers who want to improve the value of their communications beyond traditional campaign selection techniques. Only contact optimization is capable of sensitivity to the extent of the sales opportunity resident in each individual, or to the opportunity costs implicit in switching customers or prospects into or out of different campaigns.
TCP have developed Contact Optimizer for Alterian plc and now distribute the software alongside a range of related services to develop the necessary individual customer data elements to feed the software, and the capability of support for the cultural and social change that a shift from campaign management to contact optimization involves.
