Affinnova Introduces New Optimization Tool to Help Consumer Marketers Select Brand Promotions; Growing Industry Adoption of IDEA(TM) Technology Creates New Tool for Exploring and Refining a Variety of Different Promotion Vehicles.WALTHAM, Mass. -- Affinnova, Inc., which harnesses the principles of genetic evolution to optimize concepts, products and brands for consumer-focused companies, today announced the launch of IDEA for Promotion Optimization optimization Field of applied mathematics whose principles and methods are used to solve quantitative problems in disciplines including physics, biology, engineering, and economics. , the newest application of its IDEA(TM) (Interactive Design by Evolutionary Algorithms evolutionary algorithm - (EA) An algorithm which incorporates aspects of natural selection or survival of the fittest. An evolutionary algorithm maintains a population of structures (usually randomly generated initially), that evolves according to rules of selection, recombination, ) technology, which leading consumer brands such as Procter & Gamble, Dannon and Cadbury Schweppes Cadbury Schweppes plc is a confectionery and beverage company with its headquarters in Berkeley Square, London, England, UK. Cadbury Schweppes is currently the only major international confectionery manufacturer to produce Fairtrade or organic products, which it sells through its have used to explore, optimize and evolve market-winning product and packaging concepts. Affinnova has enhanced IDEA with an additional tool to infuse in·fuse v. 1. To steep or soak without boiling in order to extract soluble elements or active principles. 2. To introduce a solution into the body through a vein for therapeutic purposes. consumer preference into the consideration and refinement of different promotional tactics. IDEA Promotion Optimization creates an integrated innovation platform to offer brand, product and marketing teams a method for determining the most consumer-preferred promotional tactic to not only drive product trial, but also to encourage faster usage and repurchase by existing "loyalists Loyalists, in the American Revolution, colonials who adhered to the British cause. The patriots referred to them as Tories. Although Loyalists were found in all social classes and occupations, a disproportionately large number were engaged in commerce and the ," achieving high brand awareness levels. "Affinnova's new application of the IDEA platform helps marketers select the right promotion vehicle through broad, actionable Giving sufficient legal grounds for a lawsuit; giving rise to a Cause of Action. An act, event, or occurrence is said to be actionable when there are legal grounds for basing a lawsuit on it. consumer input on hundreds -- even thousands -- of options. As a result, marketers can expedite ex·pe·dite tr.v. ex·pe·dit·ed, ex·pe·dit·ing, ex·pe·dites 1. To speed up the progress of; accelerate. 2. promotional development efforts and drive desired business results," said David Andonian, Affinnova chairman and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. . IDEA for Promotion Optimization utilizes IDEA to allow marketers to efficiently evaluate thousands of possible promotions, discovering specific drivers and synergies between the diverse set of features. Built into IDEA for Promotion Optimization are two modules: --Promotion Exploration infuses consumer preference into the consideration of different promotional tactics and helps determine the right kind of promotion to run. --Promotion Refinement helps optimize the individual elements within a particular promotion by allowing consumers to sort through the infinite combination of promotional elements (e.g., offer, messaging/positioning, creative elements, etc.) to determine which combination best achieves a company's business objectives. As a result, IDEA for Promotion Optimization provides marketers with a new level of insight into which brands and products are best supported by which specific promotional tactics -- plus clear and actionable guidance for moving forward with one or more promotional campaigns. Availability For more information about Affinnova's IDEA(TM) platform, call (781) 464-4700 or email sales@affinnova.com or info@affinnova.com. About IDEA(TM) Affinnova's patent pending IDEA(TM) technology allows hundreds or thousands of consumers to interact with holistic designs and concepts via the Internet. Their collective feedback contributes to the evolution of the "fittest" designs and concepts -- those most likely to win market share in crowded and competitive market landscapes. IDEA enables product and marketing teams to improve product success rates by placing the consumer at the heart of product and brand development, exploring such concept innovation drivers as feature interaction effects, consumer choice/feature drivers and relative attribute preferences to generate optimized leading designs. About Affinnova, Inc. Affinnova harnesses the voice of consumers to help companies develop more successful brands and products. Its unique, patent-pending technology uses genetic algorithms Genetic algorithms Search procedures based on the mechanics of natural selection and genetics. Such procedures are known also as evolution strategies, evolutionary programming, genetic programming, and evolutionary computation. to "evolve" product designs in response to consumer preferences. Affinnova's technology has been adopted by a growing list of blue-chip customers including eleven Fortune 500 companies. Affinnova is privately held and headquartered in Waltham, Massachusetts One of the early centers of the Industrial Revolution in northern America, Waltham is a city in Middlesex County, Massachusetts, United States. The population was 59,226 at the 2000 census. . For more information about Affinnova, visit www.affinnova.com. (C)2005 Affinnova Inc. Affinnova, IDEA, IDEA Promotion Optimization are trademarks of Affinnova, Inc. Other trademarks are the property of their respective owners. |
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