Bad ads create bad experiences for consumers and negatively impact your brand. It is critical to know what creative element or pattern can help drive brand performance and direct response. However, creative A/B tests or lab tests with facial expression analysis are expensive and not scalable. In this research, we used Google Cloud APIs to compute thousands of features from large creative samples to conduct creative meta-analysis. We added those features from machine learning and computer vision with human encoding elements.
The term scenario is familiar to those involved in forecasting, but too few people are aware of what exactly a scenario is, or how it can best be developed and applied. The author describes a method developed over several years in response to a need which most forecasting efforts have left unfulfilled. The method enables quantitative and qualitative forecasts to be combined in a manner which can be directly related to an organisations planning and decision-making processes, and which permits the evaluation of a companys objectives and performance in the light of those forecasts. The analysis of an organisations likely performance in given scenarios can, in turn, provide a basis for contingency planning.
At the beginning the formulation of a strategy of development of an economic system is presented as a background for Harkoting Information Systems being discussed in this paper. Using' the same illustration I will try to explain the process of adaptive control applied to achieve strategic objectives and intermediate goals of economic systems. Some patterns of systems behaviour are shown to demonstrate the dynamic approach. They are useful to analyse the performance of a system operating under changing external conditions
The paper reports on a study which examined all new single chemical entities introduced on to the British prescription medicine market between 1962 and 1970. The therapeutic novelty and value of each at the time of product launch was assessed by a panel of consultant physicians on a ranking scale of 1 to 5. The commercial success of each was gauged by the market share achieved in the first two or three years of life.
The Hendry system represents a total systems approach to the analysis of the marketplace. It is based on the existence of fundamental properties of consumer preferences and competitive market structures. The paper devotes a section to each of these topics. It then relates, in the third section, the interaction of marketing strategies with the properties of the marketplace previously described. Sales and profits are used as multiple criteria of managerial performance.
Over the last 18 months, empirical studies have been conducted by Scantest Research Limited using a research technique called Scantest. This technique attempts to predict, from consumer opinions, rank order sales and absolute percentage sales for individual product items within a given range. Most of the research undertaken has related to patterned carpets; it is the purpose of this paper to outline the research technique and to describe how Scantest has been used to predict the performance of individual carpet designs differentiated by pattern and/or colour, and to detail the results achieved so far.
In many cases, a manufacturer will market not one item but several in a given product group. These may either be in the form of a range, such as a range of different flavours of soup, or as an assortment, such as a mixed assortment of confectionery, or as multiple brands, where the same manufacturer markets two or more different brands in the same product field. Research in these cases must take into account the interactions of the different items with each other. In addition to this, it may also be necessary to establish the extent to which the items provide each other with mutual marketing support and, in the case of multiple brands, the way in which the market is segmented from the consumer's point of view. The paper outlines research approaches which can be used in these types of situations.