Marketers are also using analytics 2.0 to run
what-if scenarios for advertising new-product
launches, ad buys in markets where data are limited,
and the potential effects of surprise moves by competitors. For instance, as a global consumer electronics company client of ours was preparing to launch
a game-changing product in an emerging market
where historical sales-marketing data were scarce,
it used advanced analytics to review advertising behavior by competitors and accurately predict their
spending for upcoming releases. Using those predictions and optimization scenarios, the company
successfully entered the market with a much clearer
understanding of the strategic landscape and adjusted its plans quickly to address new competitive
dynamics.