System, method and apparatus for modeling and utilizing metrics, processes and technology in marketing applications

• US 20060085255A1
• Filed: 09/26/2005
• Published: 04/20/2006
• Est. Priority Date: 09/27/2004
• Status: Abandoned Application

• Current Assignee: EMM Group Incorporated
• Original Assignee: EMM Group Incorporated
• Inventors: Hastings, Hunter, Duggal, Satprit S., Wade, C. Gordon
• Application Number:
  US11/235,386
• Publication Number:
  US 20060085255A1
• Time in Patent Office: Days
• US Class Current: 705/14.400
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements

Abstract

A system, method and apparatus for modeling and utilizing metrics, processes and technology in marketing applications. According to multiple embodiments, the present invention includes marketing models, processes, metrics and software implementations and the integration thereof in marketing management tools for analysis of marketing functions and methodology. In one aspect the present invention provides for the strategic creation, nurturing and enhancement of brand equity as a metric of the marketing process.

Claims

1. A system for analyzing marketing functions, comprising:

a digital asset repository; and

an analytical tool that integrates internal and external data, wherein said analytical tool makes said internal and external data available for metrics tracking and analysis, and wherein said analytical tool communicates with said digital asset repository.

2. The system of claim 1, wherein said digital asset repository includes best practices content.

3. The system of claim 2, wherein said best practices content includes at least one of:

marketing plans by brand, category or region;

historical company marketing documents;

data on marketing subprocesses;

marketing articles;

access to chat rooms;

access to marketing Internet sites;

access to third-party marketing partners; and

samples of marketing materials.

4. The system of claim 1, further comprising:

an interface that provides a user with access to said digital asset repository and said analytical tool.

5. The system of claim 4, wherein said interface is accessible by multiple users.

6. The system of claim 4, wherein said interface is an intranet site.

7. The system of claim 1, wherein said internal and external data includes consumer insight data.

8. The system of claim 1, wherein said analytical tool generates at least one analysis report.

9. A method for formulating a growth strategy for a brand, comprising:

a domain strategy process that identifies at least one brand opportunity in a domain; and

a brand equity process that provides a long term equity appreciation plan to reach a target equity level for said at least one brand opportunity in said domain.

10. The method of claim 9, wherein said domain strategy process includes:

collecting and analyzing consumer information;

developing a hierarchy of needs based on said consumer information;

developing a domain map using said hierarchy of needs;

establishing a needs landscape using said domain map;

identifying at least one needs state and products and services corresponding to said at least one needs state; and

sizing said at least one needs state to identify said at least one brand opportunity.

11. The method of claim 10, wherein said consumer information is collected and analyzed using a voice-of-the-consumer tool.

12. The method of claim 9, wherein said brand equity process includes:

assessing a present position of said brand;

determining a future position of said brand in view of said at least one brand opportunity;

formulating a brand vision strategy for brand equity growth of said brand from said present position to said future position; and

developing said long term equity appreciation plan based on said brand vision strategy to reach said target equity level of said at least one brand opportunity.

13. The method of claim 12, wherein said formulating a brand vision strategy includes preparing a master creative brief as a tool for development of creative elements to reinforce said brand equity growth.

14. The method of claim 12, wherein said long term equity appreciation plan includes:

providing at least one imperative;

providing at least one initiative that implements said at least one imperative; and

15. The method of claim 14, further comprising:

tracking performance of the at least one imperative and the at least one initiative using at least one metric.

16. The method of claim 12, further comprising:

creating a loyalty ladder; and

performing a scenario analysis.

17. The method of claim 16, wherein said step of creating the ladder comprises determining the ladder output and providing data for the loyalty ladder.

18. The method of claim 16, wherein said step of performing scenario analysis comprises creating scenarios, viewing scenario impact, and saving scenarios.

19. An apparatus for analyzing marketing functions, comprising:

a machine executable medium, said medium including;

machine executable code for implementing a domain strategy process that identifies at least one brand opportunity in a domain; and

machine executable code for implementing a brand equity process that provides a plan to reach a target equity level for said at least one brand opportunity in said domain.

20. The apparatus of claim 19, wherein said machine executable medium further includes:

machine executable code that sets criteria for at least one imperative; and

machine executable code that sets criteria for at least one initiative, wherein said at least one initiative implements said at least one imperative.

21. The apparatus of claim 20, wherein said machine executable medium further includes:

machine executable code embodied in said medium for tracking performance of the at least one imperative and the at least one initiative using said at least one metric.