Services

At GGi, we blend statistical rigor with strategic thinking to help you uncover what your customers truly need. Whether you need end-to-end research support or custom models, our services are designed to meet you where you are, and take your insights further.

Consulting

Work with GGi to solve complex business problems. Our team partners with you across study design and advanced analytics, including simulation and tools. We specialize in advanced methods, and have deep experience across multiple industries including healthcare, media and entertainment, consumer goods, and financial services.

Marketing Mix Models

We build robust econometric models that optimize marketing expenditures across the entire mix — including media advertising, pricing, promotion, and public relations. These models enable media mix performance measurement, demand forecasting, and brand equity valuation. We work with your team to collect the most essential predictive data and jumpstart modeling efforts.

Response Models

We also build accurate, fast, and practical algorithms to score and segment customer and prospect databases — identifying the most profitable targets for prospecting, cross-selling, and retention. In conjunction with Marketing Mix Optimizer, campaign response rates can be normalized against prevailing marketing activities so attribution is not based on response rates alone.

New Product & Line Extension Solutions

We develop tools for planning, forecasting, and optimizing new product and line extension sales. Launch models uniquely incorporate empirically estimated consumer behavior into the marketing mix framework — helping overcome the lack of historical data that typically plagues new product forecasting. Includes desktop market simulators based on discrete choice experiments for pricing and feature scenarios.

Brand Equity Measurement

We are experts in measuring and optimizing the impact of your marketing mix on brand equity using consumer research techniques and actual business results. Approaches range from Customer Consideration Process analytics (awareness → preference → purchase) to frameworks based strictly on tangible results such as revenue or market share — including definitions of brand equity as sales sustainable in the short term absent prevailing advertising.

With 4Optimizer™ you will

  • Measure and attribute the contribution of each marketing mix component to financial results such as revenue, units sold, leads, market share, or brand equity.
  • Forecast or simulate business results and brand equity under varying budget allocation, competitor response, and economic scenarios — including new product launch.
  • Optimize mix allocation and pricing to achieve desired or maximized results given a constrained or unconstrained marketing budget.
  • Optimize direct marketing and customer targeting by identifying the most responsive and profitable segments, accounting for the rest of the mix.

We also guide clients through the Model Deployment Continuum™ — from model development through insight extraction and durable in-house deployment.