New Marketing Measurement System BlueHorizon™ Predicts Future Customer Equity of Consumer Brands

Consumer packaged goods (CPG) marketers have long wanted a way to predict the future value of their brands. And now they have one: BlueHorizon™ from Blue Marble Enterprises.

A BlueHorizon pilot program in collaboration with the Marketing Accountability Standards Board of the Marketing Accountability Foundation successfully predicted two years’ worth of purchasing behavior of all six consumer brands tested. Now, Blue Marble Enterprises is inviting CPG marketers to participate in the first commercial test of BlueHorizon.

Applications to participate are being accepted through the end of the year. To qualify, companies must provide one to three years of weekly, transaction-level purchasing data for each brand and its category. The cost to participate is $20,000 per brand.

“Marketers have extremely sophisticated tools for measuring what happened in the past,” said Debra Parcheta, CEO of Blue Marble Enterprises. “BlueHorizon is the first tool that allows them to predict customer lifetime value (CLV) and the future customer equity of a brand. BlueHorizon provides a relevant, objective and transparent measurement of the long-term effects of marketing on brand health. This forward-looking equity mix analysis complements the information from a backward-looking marketing mix analysis.”

“This is a commercial test, not an academic exercise,” Parcheta said. “Companies who participate will receive predicted future cash flow trends from new and retained customers as well as projections of the long-term health of their CPG category or competing brands. The analysis will also tell them whether their marketing efforts are helping or hurting their brand so they can make adjustments before any harm is done by marketing efforts that aren’t working. We believe this will translate into significant competitive advantages for the companies involved.”

A free white paper outlining the results of the pilot program is available at http://www.blue-marble.com/clv_customerequity.html.

About Blue Marble Enterprises

Blue Marble Enterprises Inc. designs and implements customized measurement systems for public relations, social media and marketing analytics.