Marketing Analytics
Marketing Mix Optimization
ROI by Tactic
Digital Attribution
Brand
Brand Strategy
Brand Valuation
Brand Expert Witness
Co-Branding / Licensing
Case Studies
Apparel Go To Market Research showed $1 Billion brand had permission to expand Men's and enter Women's
Auto ROI By Tactic Advanced targeting with e-mail revealed high ROI and it was easy to implement
Food & Beverage ROI by Tactic Identified savings exceeding $110 million in promotion without adverse on volume
Food & Beverage Go To Market Drove category leadership across 75 retail accounts using leading technology
Health & Pers Care Business Strategy Introduced appliance strategy to support innovation opportunities with consumer devices
Healthcare & Pharma Litigation support Supported brand damage expertise in case that won one of the largest U.S. settlements
Not for Profit Brand Valuation Created breakthrough insight that increased co-branding 50% or $13 Million in year one
Oil & Gas Brand Strategy, Turnaround Resolved major brand question debated for 5 years in 2 months. Significant profit impact
Retail ROI by Tactic Analyzed CRM for 50+ Million registered households. Found $200 Million in revenue
Retail ROI by Tactic Found significant KPI gap on large base of sales contrasting national verus local results
Sports Marketing Mix Optimization Advanced ticket model that optimizes revenue through improved media and promotion
Telecommunications Marketing Mix Optimization Optimized $800+ Million in spend with quarterly impact as well as baseline insight
Telecommunications Go To Market Delivered go to market strategy for unique product category. Revealed gap in distribution
Telecommunications Brand Valuation Resolved major marketing allocation problem at Fortune 50 company
Universities Business Strategy Segmentation of 600,000 donors revealed link between school participation and giving
BMW
Anheuser-Busch, Coors
Dow, DuPont
A.T. Kearney, Accenture, BrightHouse
Kraft Foods, Kellogg Company, Heinz, TreeTop, Hormel
BCBS, IU Health, Schering Plough, Janssen, Michelson
Procter & Gamble Company
Caterpillar, Bombardier
BBDO, Viacom, Saraiva – Brazil, Sanoma Uitgevers
World Economic Forum, National Assoc of Realtors, Brockway
International Paper
Sears, Walmart
Cleveland Indians, Toronto Blue Jays
AT&T, Verizon, Deutsche Telekom, Sprint
Berkeley, Columbia, Cornell, Emory, Indiana, Minnesota, NYU
Duke Energy, People’s Energy
Insights
Article “Marketing Analytics For Small and Medium Size Brands” DMA Analytics Journal (Jun 1, 2015)
Article “The World's Most Valuable Brands” Forbes (Aug 30, 2010)
Article “Brand Worth and Development” New York Law Journal (Apr 10, 2009)
Article “Suite Talk - Brand Valuation" Journal of Marketing Management (Nov 1, 2006)
Article “Beyond The Balance Sheet: Name Recognition” Forbes (Jun 20, 2005)
Article “What's in a charity's name?” The Chronicle For Philanthropy (Aug 5, 2004)
Article “Habitat for Humanity International” Harvard Business School Case Study (May 19, 2003)
Chapter “Leveraging Brand to Generate Value” Book: From Ideas to Assets (Nov 1, 2002)
Article “The Best Global Brands” BusinessWeek (Aug 6, 2001)
Papers “Brand Strategies in the Information Age” A. T. Kearney/World Economic Forum (Feb 1, 1999)
Article “At the End of the Day, It's Free Cash Flow” A. T. Kearney Consumer Insight (Sep 1, 1998)
Article “Contact Management New Edge to Marketing Dollars” A. T. Kearney Consumer Insight (Sep 1, 1997)
Team
Jeff Parkhurst – Principal and Founder
Jeff has an established expertise and experience in the creation, management and valuation of brands. He is an accomplished marketing analyst with extensive experience uncovering fact based insights to create business strategies, drive brand growth, and deliver breakthrough communications. He has worked with more than 40 companies/institutions across 20 industries and 10 countries including BMW, MasterCard, Kellogg Company, Kraft, P&G, Habitat for Humanity, Chevron, Verizon, Sprint, Duke Energy, major universities, and others. He has led the brand valuation practice in the U.S. for Interbrand and led analytic teams for multiple media agencies including Mindshare. Prior to that he worked with The Procter & Gamble Company, Kraft Foods, and AT Kearney. He has been broadly published with cover stories in Forbes and BusinessWeek, articles in national periodicals/journals, various book chapters and a Harvard Business Case Study. He has an MBA with Honors from the University of Chicago in Finance, an MBA from Xavier University in Marketing, and a Bachelor of Computer Science from the University of Minnesota.
Extended Network
An extended network for analytics and branding includes experts in New York, Minneapolis, and Madrid.
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Clients
Chemicals
Consulting Services
Entertainment
Food & Beverage
Healthcare & Pharma
Health & Personal Care
Heavy Machinery
Media & Entertainment
Paper
Retail
Sports
Telecommunications
Universities
Utilities