$8 Billion in Annual Advertising is Ineffective, Says ARSgroup

ARSgroupsm Joins SAS Alliance Program to Better Leverage Campaign Data

EVANSVILLE, Ind. – ARSgroup, the leading marketing research and communications consultant to global corporations, estimates that companies will waste upwards of $8 billion in 2010 due to the lack of good quality, timely information upon which to base major marketing spend decisions.

“Television advertising remains the single largest line item expenditure for companies and it is our responsibility as an industry to figure out a way to make business knowledge easier to access,” said ARSgroup Chief Executive Officer Jeff Cox. “Across-the-board, flawed data and ‘blunt edges’ continue to limit advertising productivity and performance. As it stands today, the industry will incur up to $8 billion in additional costs as a result of ads that do not drive growth.”

ARSgroup joined the SAS Alliance based on the need to better leverage their technology to unlock the value of testing and knowledge for business success. The ARSgroup unparalleled repository of advertising campaign data is enhanced by the SAS platform and superior customer analytics capabilities, providing an innovative approach to measure and normalize the results of all copy testing for a given brand or campaign.

With business intelligence giants like SAS – the world’s largest independent vendor in the business analytics market – in addition to Teradata, IBM/Cognos and SAP/Business Objects announcing their intention to expand into market research, analysts speculate that market research is one of the largest untapped sources of value added data in the world with a direct ability to influence sales.

“We joined the SAS Alliance to be able to work with our customers who use SAS in a large segment of their business to integrate copy testing results and data for brands and categories. Indeed, there is no crystal ball to help market research organizations sharpen their data blades, but overall the industry is taking positive steps to provide technology-based knowledge. Enabling chief marketing officers, brand managers and sales executives to measure and predict the effectiveness of advertising campaigns and the impact on the corporate demand chain is key to increasing successful advertising campaign return,” said Cox.

ARSgroup pioneered advertising copy testing 40+ years ago. Serving some of the world’s largest retailers and consumer brand companies, ARSgroup leads the industry with solutions such as ARS Predict3sm approach, which uses proprietary methods and knowledge combined with business intelligence technology and high level consulting. Procter and Gamble recognized ARSgroup as a “Supplier of Excellence” in 2008.

SAS is the leading business analytics and software and the largest independent vendor in the business analytics market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®.