OUR VISION
MFA ANALYTICAL FRAMEWORK
Our Growth Drivers Framework provides a holistic assessment of the category, corporate portfolio and competing brands. It expands the traditional Marketing Mix brand view to a category choice model that connects category, portfolio and brand in a cohesive analytical structure.
TRADITIONAL MARKETING MIX
MFA APPROACH
FROM BRAND LEVEL ANALYSIS
focused on how drivers impact brand
TO BROAD EVALUATION
of drivers of consumer choice in the category
FROM ROI
and effectiveness reporting
TO INSIGHTS
linking ROIs to whys, across the full category landscape
FROM OPTIMIZATION
and simulation of media plans
TO PRESCRIPTIVE AND PREDICTIVE
guidance, comprehensive optimization and forecasting across all drivers
FROM AD-HOC CADENCE
focused on overall yearly performance
TO MONTHLY CADENCE
which consistently compares forecasts to actuals and explains performance
OUR MFA PLATFORM CONSISTS OF FOUR PILLARS
We offer an ongoing analytical program that identifies and combines category laws, corporate portfolio and brand growth drivers, planning and equity tracking into a holistic platform. Our program helps break down internal company silos and connects all aspects of corporate decision-making.
ASSESS
By measuring brand responses and interactions, we can assess the category growth landscape, identify category “laws” and prioritize corporate investment to the highest opportunity segments.
IMPLEMENT
We optimize portfolio and brand plans and budget allocation across all marketing and media touch points, trade, price, retail channels and weeks. Our MES modeling software and customized user software support end to end optimization.
PLAN
By linking past growth drivers to corporate planning, we identify deviations from expected performance and recommend course corrections.
PRESCRIBE
By leveraging predictive tools to balance short and long term goals, we can prescribe an investment strategy for sustainable portfolio growth.