Millward Brown Optimor's analytics can be used to prioritize investment at the customer level.

We identify the levers which drive the customer purchase decision, determine which are the most important and measure how well the brand is performing on each.

This enables us to identify the customer touch points that really matter and recommend the types of investment required for each. Investment may include environment, employees, product and services, in addition to, or instead of, marketing.

This analysis can be done overall and at the customer segment level. MB Optimor can cluster your customers through the lenses of buying behavior and marketing influencers.

We then quantify the revenue and profit potential by segment, to determine how much you should spend on each segment and to identify the most effective means to reach.