Copernican Innovations
Pushing the marketing innovations envelope with new ideas, perspectives, and, very importantly, tools and technologies to help you make more profitable marketing decisions is something Coperncius takes very seriously. We continuously pioneer applications of research, analysis, and modeling tools to make it easier for you to develop and launch successful marketing strategies and programs.
Our ad tag line, “bringing science to marketing” isn’t just words. Our senior management team have broken new ground with significant marketing innovations that channeled theoretical and technological advancements in marketing science, research, strategy, and consulting into new approaches, methodologies, models, and books.
Members of our senior management team were the first to:
- Offer a validated simulated test marketing technology that married sophisticated marketing mix modeling with simulation technology.
- Create a product concept engineering technology to identify and describe the financially optimal product and/or service.
- Publish a new approach for evaluating thousands of alternative ways to segment a market in terms of profitability.
- Employ an individual-level optimization model to identify and describe the financially optimal media plan for reaching designated market targets.
- Publish a new model for forecasting awareness of a new product or new advertising campaign.
- Demonstrate the nonlinear relationship between customer satisfaction and marketing program profitability.
- Publish The Marketing Revolution: A Radical Manifesto for Dominating the Marketplace, outlining new frontiers in marketing.
- Substantiate that most marketing programs are based on intuition, not on science, in the best-selling Marketing Myths That Are Killing Business: The Cure for Death Wish Marketing.
- Publish the definitive textbook on simulating the performance of marketing programs, Simulated Test Marketing: Technology for Launching Successful New Products.
- Introduce a new approach for creating a transformational brand vision and value proposition, tools required to help companies dominate their markets.
- Offer the definitive proof that most marketing programs fall far short of management expectations in our "Marketing Performance Bell Curve" studies.
- Develop a breakthrough system for evaluating marketing decision making practices (compared to world class standards) for 26 different types of decisions, 96 different factors, and over 800 specific aspects of marketing. Phil Kotler, dean of American business school professors referred to the system as, “the best approach to measuring best practices in marketing that exists today.”
- Demonstrate a non-linear relationship between concept appeal and new product profitability and consistently showed the maximally appealing products are maximally unprofitable.
- Offer the first sophisticated model of direct-to-consumer marketing for the pharmaceutical industry based on third-generation simulation technology.
- Invent a methodology, “Copernican Cartography,” which enables marketers to display five to seven dimensions of brand perceptions in a two dimensional space, helping marketers to understand the “structure” of their market and how they compete for mindshare with competitors.
- Present the definitive model for measuring, managing, and monitoring brand equity.
- Discover a positive relationship between television program involvement and advertising effectiveness.
- Publish the definitive text on optimizing selection of media, Uncover The Hidden Power of Television Programming....And Get the Most From Your Advertising Budget.
- Reveal how counterintuitive thinking leads to great marketing programs in Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense.
- Based on the cutting-edge work done by Rust, Zeithaml, and Lemon, introduce the Customer Equity Optimizer (CEO)™ tool, to help companies understand the impact of marketing decisions on customer lifetime value.
- Challenge the conventional wisdom that using intuition alone to make a decision will lead to successful outcomes in marketing in Your Gut Is Still Not Smarter Than Your Head.
- Codify a research-driven approach to positioning development and more clearly define what comprises a brand strategy.
- Demonstrate the pitfalls of “derived importance measures,” a common approach in market research today. Our work shows that derived importance measures rarely discover the true underlying factors which drive brand choice.
- Introduce a new positioning simulation model fed by data from a strategy study. The model allows marketers to forecast the likely performance of new strategies and, thanks to a state-of-the-science multi-attribute measurement methodology, overcomes the classic statistical problems associated with conventional methodologies.
To see how these marketing innovations can help you, visit our marketing consulting and research services or contact Ami Bowen at (617) 449-4179 or ami.bowen@copernicusmarketing.com.