Marketing Analytics
Marketing Mix Optimization
ROI by Tactic 
Digital Attribution

Strategy
Go To Market
Turnarounds
Business Cases

 

Brand
Brand Strategy 
Brand Valuation
Brand Legal Expert
Co-Branding / Licensing

                            Clients

Apparel                                                                                            
Auto                                                                                                   
Beer                                                                                                   
Chemicals                                                                                       
Consulting Services                                                                  
Financial Services                                                                      
Food & Beverage                                                                        
Healthcare & Pharma                                         
Health & Personal Care                                                         
Heavy Machinery                                                                      
Media                                                                                                
Not for Profit                                                                                
Oil & Gas                                                                                        
Other                                                                                                 
Paper                                                                                                
Retail                                                                                                 
Sports                                                                                               
Telecommunications                                                                
Universities                                                                                   
Utilities                                                                                            

Case Studies

   
Industry                                  Service                                                     Result
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
Levi Strauss, O’Neill
BMW
Anheuser-Busch, Coors
Dow, DuPont
A.T. Kearney, Accenture, BrightHouse
American Express, MasterCard, Oriental FG
Kraft Foods, Kellogg Company, Heinz, TreeTop, Hormel
BCBS, Schering Plough, Janssen, Michelson
Procter & Gamble Company
Caterpillar, Bombardier
BBDO, Viacom, Saraiva – Brazil, Sanoma Uitgevers
Habitat for Humanity, Easter Seals
Chevron
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

Type                            Insight                                                                                                                       Source
Chapter                         “Opportunities and Risks in Co-Branding and Licensing”                           Book: The Future of Branding (Jan 1, 2016)
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                            “Mining Gold in Not-for-Profit Brands”                                                                 Harvard Business Review (Apr 1, 2004)
Article                            “Calculating and Leveraging Brand Value”                                                           New York Law Journal (May 27, 2003)
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.

Rafael Hernandez – Advisor and Data Science Manager

Rafael has a PhD With Honors in Applied Economics. His book on “The Consumption Expenditure Function” contains a full econometric approach to economic models’ testing. He has been a University Teacher for more than a decade, teaching Economic History, Monetary and Financial Macroeconomics, and Urban Economy in three different European Universities. Besides his loving and deep knowledge of Economics, he also has a broad experience as Software Developer, Data Manager, Project Team Member and Manager, Service Administrator and Manager and BI and Analytics Manager both for medium and very big multinational companies. Siemens, Ignite Technologies, Telefonica (O2), Bombardier, Knight Frank, Santander Bank, are some of the many companies Rafael has worked for. He is an experienced and leveraged specialist in Data Quality, Analysis and Modelling. His expertise includes leading the development of very complex applications, using Machine Learning and Artificial Intelligence Python tools, to solve actual economic needs like MMO Attribution and Multi Touch Attribution models used to process online Big Data sources.

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BrandOptions works at the intersection of brand, strategy, and marketing analytics
  
We uncover fact based insights to create business strategies, drive brand growth, and deliver breakthrough communications
  
Client profits exceed $500 Million