Abstract: A computer-implemented method of predicting changes in market share comprises computing coefficients of a first statistical model corresponding with first market research survey data relating to rational and emotional drivers of consumer choice. Each coefficient represents a relative impact of an associated driver. Predicted changes in attributes of the target brand are computed based on the first statistical model, using second market research survey data relating to consumer response. A predicted efficacy measure is computed using the predicted changes in attributes of the target brand and current market share data. A modified efficacy measure is computed based on the predicted efficacy measure, a measure of communications media efficiency, a measure of consumer recognition, and a measure of consumer linkage to the target brand. The modified efficacy measure is used with financial factor data to compute one or more measures of commercial outcome from the marketing communications campaign.

Abstract: A computer-implemented method of predicting changes in market share comprises computing coefficients of a first statistical model corresponding with first market research survey data relating to rational and emotional drivers of consumer choice. Each coefficient represents a relative impact of an associated driver. Predicted changes in attributes of the target brand are computed based on the first statistical model, using second market research survey data relating to consumer response. A predicted efficacy measure is computed using the predicted changes in attributes of the target brand and current market share data. A modified efficacy measure is computed based on the predicted efficacy measure, a measure of communications media efficiency, a measure of consumer recognition, and a measure of consumer linkage to the target brand. The modified efficacy measure is used with financial factor data to compute one or more measures of commercial outcome from the marketing communications campaign.