TNS launches RGM globally

New Delhi, June 13 (UNI) TNS, a world leader in market insight and information, today announced the global availability of Revenue Growth Manager (RGM), a new TNS survey tool that was launched in selected geographic markets earlier.

RGM allows marketing decision makers to evaluate which marketing investments will produce the most profitable revenue growth for their brands, a statement said.

By combining client information with customer survey data on brand perceptions, and brand-switching and purchase behaviour, RGM can help clients evaluate and forecast which marketing investments are likely to produce the biggest gains in customer equity, or long-term profitable growth for the company.

RGM is the first solution to be launched by TNS's Global Innovation Center, a unit that develops new research solutions in response to client demand.

With RGM, marketing teams can evaluate a range of marketing investment scenarios and build an understanding of the current and future profitability of existing customers and prospective customers. RGM also provides a complete return-on-investment (ROI) analysis of alternative marketing initiatives before potentially expensive decisions are taken.

It can be used to evaluate initiatives that have already been taken.

Head of the company Gaurav Bhalla said RGM is the first offering from the TNS Global Innovation Center, a unit established to develop research solutions to fulfill specific client requirements.

''We have focused on the theme of marketing ROI because clients have told us they need new services that quantify and measure the value of marketing programmes. RGM gives customers the opportunity to select the best set of customer-related investments.'' The key benefit of RGM is that it does not require extensive historical data. Instead, data can be obtained quickly through short extensions to routine research surveys - including brand image, segmentation, and attitude and usage studies.

The tool allows for either a total market or a sub-market assessment and is applicable to a wide range of marketing strategies. RGM allows for modelling of different scenarios and development of databases as gauges of ROI.

UNI