Marketing Executives Network Group (MENG) Crowdsourcing Speech - Part 5

Kiwi Publishing Case Study

Kiwi is a publishing start up with the goal of distributing books in non-traditional markets. Microengagement deployed our Executive Roundtable approach to solving the challenge of identifying a channel marketing strategy and executing it.

Decision Market Case Study

1996, HP and Charles Plott, an economist from the California Institute of Technology, set out on a joint research project whose aim was to set up a software trading platform for a prediction market at HP.

The participants selected for the research project consisted of 30 product and finance managers from HP. They were each given $50 in a trading account and allowed to sell and purchase contracts on the levels they estimated quarterly sales would reach. For instance, if a manager thought sales would be in the range of $201 million and $210 million, he could buy a contract that would pay at the end of the quarter if his prediction was correct. If he revised his personal estimate throughout the quarter, he would likely try to sell the first contract and buy another based on the new estimate. These markets were open during lunch breaks and after business hours, and lasted for a week. The managers were allowed to keep profits earned from owning paying contracts (correct estimates) at the end of the market. When trading stopped, the contract with the highest price (i.e., under the highest demand from the managers) was deemed the ﾒestimateﾓ of the market. The HP marketing manager estimated simultaneously and independently estimated quarterly sales, as usual.

The marketing manager;s projections missed by 13% during the experiment while the estimate of the information market had an error of only 6%. In further trials, the market estimate outperformed official forecasts 75% of the time. Notorious Flash in the Pan The United States government attempted to put information markets to use. In 2001, the Defense Advanced Research Projects Agency (DARPA), a research think tank within the Department of Defense, began funding a project called FutureMAP (later under the name Policy Analysis Market, or PAM).