From the Brandweek piece:
"The mechanisms, called predictive markets, don't always exactly mirror the stock market, but they basically work like this: Employees and consultants bet money on possible outcomes. The outcome that most people bet on is considered the most accurate.
Consensus Point, a Nashville, Tenn., firm that works with Best Buy, General Electric, Nokia and Samsung, has been offering such predictive market software for about 13 years, but company president Dave Perry said there's been a big spike in demand over the past two.
Masterfoods, meanwhile, used a predictive market for a pet food launch last year, said Emile Servan-Schreiber, CEO of NewsFutures, a Baltimore predictive market software firm."
Original post: http://adverlab.blogspot.com/2007/04/advertising-and-predictive-markets.html
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