TNS launches revenue growth manager worldwide

Global - Revenue Growth Manager (RGM), TNS latest survey tool aimed at enabling marketing decision makers to evaluate which marketing investments are likely to produce the most profitable revenue growth for their brands has launched worldwide.

The tool combines client information with customer survey data on brand perceptions and brand-switching and purchase behaviour targeted at innovation managers, advertising executives, brand and product managers as well as senior management.

 "RGM is the first offering from the TNS Global Innovation Center, a unit established to develop research solutions to fulfill specific client requirements. In this case, we have focused on the theme of marketing ROI because clients have told us they need new services that quantify and measure the value of marketing programmes," Gaurav Bhalla, director for TNS's Global Innovation Center said.

 "One of the top challenges facing marketers is how to quantify the value of marketing programmes and investments as a means to improving the efficiency and effectiveness of a company's overall marketing organisation. With RGM, TNS has successfully tackled this challenge of marketing accountability. It addresses three key issues: which customers to invest in, what kind of marketing to invest in, and how well those investments will pay off in terms of long-term profitable growth," Jim Gill, TNS global marketing champion for RGM said.

RGM allows for modelling of different scenarios and development of databases as gauges of ROI and is applicable to a wide range of marketing strategies.