Millward Brown France acquires Bayesia's software

April, 06 2006 / press release

Millward Brown France has recently acquired “BayesiaLab”, the leading software of French publisher Bayesia, in order to supply its customers (mainly international brands) with new ways of analysing consumer data. Thanks to a unique use of Bayesian networks’ technology, Scientific Director Pierre Gomy intends to develop innovative, high-performance and easy-to-use tools. This could help the company make some headway with issues such as the mother-daughter brand relationship, brand portfolio rationalisation, understanding of the purchasing process or of the advertising persuasion mechanisms.

Why did you choose BayesiaLab?

Pierre Gomy : « This software will allow us to develop an analysis offer through BayesiaLab, since the software will help us tackle issues in a new light. Our customers are no statisticians and they need accessible tools. BayesiaLab is both very sophisticated and within the reach of anyone. Thanks to BayesiaLab we can at last deal with complex problems while offering simple, clear and operational results. »

To what extent is Bayesia different from its competitors?

Pierre Gomy : « Experts from Bayesia are tackling data analysis in a radically different way. The performance and accessibility of their software does not compare to what other publishers do. With BayesiaLab for instance, the process is gradual: you can add parameters at any moment of your reflexion. That’s impossible with other analysis tools, and that’s what makes all the difference. If I had to rank the assets of Bayesia’s software, apart from the perfect matching with research marketing, number one would be the technical performance. Number two would be the user friendliness of the presentation, and number three the easy use. Last but not least BayesiaLab makes it possible to create simulations quite easily, which is an essential tool in operational marketing research. »

How will you use the software at Millward Brown?

Pierre Gomy : « I’ve been arguing for the purchase of BayesiaLab for a year and a half now so as to provide better answers to ever more complex marketing issues. The consumer is moving fast, and obeys new, unknown, mixed and integrated processes. Questionnaires might collect the variety of information. The traditional analyses show their limit with their operational integration. Today, we can really take a big leap forward. Our first trials have proved very promising and have highly satisfied our customers. We have even won a European innovation prize in 2005 within our Millward Brown experts network. We have indeed developed a new approach in the analysis of brand architecture. We are therefore very optimistic indeed. »