QED software is used worldwide by a range of different industries: FMCG, Financial Services, Retail, Cosmetics, Media, Telecoms, Consultancies and Agencies to mention a few. We’ve used one case below to show how the software can be used.
Orange Austria faced a familiar dilemma. One of its brands was engaged in a particular marketing situation, with tough competition from major rivals in the category. Data confidentiality is a key challenge in the telecomms sector, they needed to generate some answers to burning questions — without risking data leaks. So when they heard about QED, it seemed the perfect opportunity to put it to the test. This is what happened...
The Orange marketing team needed to see how effective the QED software really is. Could it allow Orange to internally analyse the current marketing dynamics. And was its interface simple enough for Orange's project team to use, without training or modelling experience.
Orange set three key questions:
QED was set up on the project teams' PCs. No external resource was used, so data confidentiality was easily achieved. Data was collected and imported for 45 internal and external marketing drivers (including, amongst others, number of new customers, price, advertising, media, promotions, competitor data). They then put QED to the test, and analysed the results...
Within four weeks all relevant data was sourced successfully, imported into QED and analysed. Using the software allowed the team to continue to fulfil their day-to-day responsibilities, as time spent on the project was kept to a minimum.
After just four weeks, what emerged was a crystal-clear picture of the brand's real marketing drivers. QED created new levels of transparency and quality of decision-making among the project team – a significant achievement in such a short time. Amongst other insights Orange successfully found answers to the following questions:
For Orange, this highly valuable analysis was carried out in just four weeks of project time, by regular team members who had no past modelling experience. They achieved all of this in parallel with their day-to-day responsibilities.
Based on this successful first project, Orange has since rolled out QED across its marketing organisation.