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MSW-ARS’s Copy Test Solution, TouchPoint® Completes MASB Independent Metric Audit

February 20th, 2018 Comments off

News Release                                       FOR IMMEDIATE RELEASE

 

MSW-ARS’s Copy Test Solution, TouchPoint® Completes MASB Independent Metric Audit

Lake Success, NY, February 15, 2018 – MSW-ARS announced today that their advertising research solution, TouchPoint has completed the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between a marketing measurement and financial performance as established by the Marketing Accountability Standards Board (MASB).

Using TouchPoint MSW-ARS is able to measure, forecast and optimize advertising messages – for individual ads as well as full multi-execution campaigns across a variety of media types. The MMAP audit assessed the Touchpoint CCPersuasionâ metric against ten ideal characteristics, including relevance, predictability and objectivity.

According to MASB, “The MSW-ARS copy testing system, TouchPoint, provides quantitative prediction of the likelihood and magnitude of ad impact on future sales volume and market share.”

Allan Kuse, MASB Director and Advisor to the MMAP Center, noted, “CCPersuasion is the first metric to complete a re-audit after substantial methodological changes. Not only did the re-audit verify the results of their 2009 assessment, it documented additional capabilities such as capturing how price premiums impact advertising-driven brand choices.”

Tony Pace, MASB President and CEO, added, “We commend MSW•ARS Research for their on-going commitment to independent assessment and review. This newest assessment of CCPersuasion proves that marketing metrics can evolve with the changing needs of the industry without being compromised. The MMAP audit gives marketers confidence that the metrics they use continue to be both relevant and predictive over time.”

MSW-ARS’s patented measure of brand preference – CCPreference – also completed the MMAP audit in 2016.

Art Klein, Managing Partner of MSW•ARS said, “By submitting both our TouchPoint and CCPreference measures to MASB for audit, we are able to demonstrate independent validation and importantly, recognition of our measure as an exemplar.  MASB had already chosen to use CCPreference in their own extensive research culminating in their Brand Investment & Valuation Model. CCPreference has exhibited the strongest relationship to sales performance of all metrics reviewed by MASB in that research, explaining nearly 90% of variation in brands’ market shares.  This review built upon that work to verify the predicting of financial outcomes for advertising before launch.”

Doug Crang, Senior Director of Research at MSW-ARS added, “The MASB MMAP audit provided the opportunity to benchmark our TouchPoint copy testing system against the marketing industry’s most comprehensive and rigorous set of standards for marketing metrics, and we couldn’t be more pleased with the results.  The TouchPoint system’s criterion CCPersuasion measure is built on the foundation of the patented and previously audited CCPreference metric. In fact, CCPreference is a common metric running throughout the range of MSW-ARS solutions from early stage creative development through copy testing and creative and brand health tracking, providing marketers with a unique ability to better connect research from one stage of the advertising process to the next.”

About MSW-ARS, Inc.

MSW-ARS offers a product suite that evaluates, quantifies and optimizes the impact of advertising messages and campaigns comprised of any combination of touch points, including television, print, radio, outdoor and digital.  MSW-ARS helps marketers build brands by providing world class research solutions in the following areas: brand strategy, all stages of creative development from early concept to fully finished ads, campaign evaluation across all marketing and media channels, advertising and brand equity tracking, media planning and strategy, return-on-investment, and forecasting.  The company provides solutions and consulting to marketers across traditional and digital marketing including: media mix optimization, media budget allocation, media and message connection, channel selection, digital media and emerging platforms.

MSW-ARS has a roster of marquee clients representing virtually every product category, including: Consumer Packaged Goods, Retail, Financial Services, Telecommunications, Technology, Automotive, and Pharmaceutical industries.

About MASB, the Marketing Accountability Standards Board

MASB is an organization of top-tier marketers, measurement providers, industry associations and business academics devoted to establishing and advancing accountable marketing practices that drive business growth with tools like the MMAP Metric Catalog and the Continuous Improvement in Return Assessment. For more information, visit themasb.org or email info@themasb.org.

 

MSW●ARS Research Awarded US Patent for Innovative Outlook® Media Planner

April 25th, 2014 Comments off

Lake Success, NY, April 24, 2014 – MSW●ARS Research, has been awarded U.S. Patent, #8,676,638 for the system and method underlying the innovative Outlook® Media Planner.

patent-01-emailng

The Outlook Media Planner is an app that enables marketers to run multiple “what-if” scenarios to determine the likely impact their advertising will have on sales and market share.  The Outlook Media Planner can be used as an upstream tool, while advertising is in development, or as a downstream tool, after ads have been produced and are ready for airing.  Marketers can use these “what if” scenarios to optimize total media weight as well as the distribution of weight among all the ads in a plan.

How does it work?

The Outlook Media Planner applies proven algorithms to key marketing variables in the context of media costs and the brand’s current market position.  It incorporates the newest learnings on advertising strength, effective media weight, wearout, continuity and competitive environment to estimate an advertising plan’s likely quarterly impact on the bottom line.  The application is modularized to answer a variety of common marketing questions such as:

What if my budget gets cut; can I still make my numbers?

  • What amount of media spend is necessary to meet my business objectives?
  • How many ad executions will I need?
  • When will my ads need to be refreshed with new ones?
  • What will the sales impact be this quarter?
  • What’s the optimal allocation of GRPs between my 30 and 15-second television ads?

Frank Findley, Vice President Research & Development at MSW●ARS and co-inventor added “Up till now marketers were forced to use blunt rules of thumb for ad planning and forecasting.  The data was available for a more rigorous approach but the complexity made it difficult and time consuming to do.  The Outlook Media Planner automates the process making it fast and convenient.”

About MSW●ARS Research, Inc.

MSW●ARS offers a product suite that evaluates, quantifies and optimizes the impact of advertising messages and campaigns comprised of any combination of touch points, including television, print, radio, outdoor and digital.  MSW●ARS helps marketers build brands by providing world class research solutions in the following areas: brand strategy, all stages of creative development from early concept to fully finished ads, campaign evaluation across all marketing and media channels, advertising and brand equity tracking, media planning and strategy, return-on-investment and forecasting.  The company provides solutions and consulting to marketers across traditional and digital marketing including: media mix optimization, media budget allocation, media and message connection, channel selection, digital media and emerging platforms.

MSW●ARS techniques are the world’s most widely documented and independently validated predictive measures of the effectiveness of advertising creative and have been equated with higher sales and market share through third-party validation.

MSW●ARS has a roster of marquee clients representing virtually every product category, including: Consumer Packaged Goods, Retail, Financial Services, Telecommunications, Technology, Automotive, and Pharmaceutical industries.

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4 KEY EMOTIONS that drive Employee Engagement

January 13th, 2014 Comments off

How to Engage Employees by Fostering Positive Emotions

MSW●ARS Research recently conducted a study on behalf of Dale Carnegie Training’s® 100th Anniversary regarding employee engagement that helps to answer a question many businesses ask today: how to engage employees?  Utilizing MSW●ARS’ Apostle™ research technique we found that emotions are some of the main drivers of engagement.  In any organization’s employee engagement strategy, emotions are important indicators of the current level of engagement.  Emotions such as enthusiasm, inspiration, empowerment and confidence can engage employees, and the presence of at least three can indicate an engaged employee.  Organizations can work to foster these emotions as part of their employee engagement strategy by improving the relationships employees have with managers and senior leaders.  For over 100 years, Dale Carnegie Training has worked to empower organizations, teams and individuals, and this research can help improve your strategy for employee engagement.  For more information on how to engage employees, read the infographic below on the emotional drivers of engagement!

MSW-ARS_DaleCarnegie_infographic