Owlbert from The Institute

Owlbert acts as a "physics engine" for your marketing questions: it allows Claude to answer marketing questions from the empirical research of the Ehrenberg-Bass Institute of Marketing Science, rather than from its general knowledge.

It serves the Institute's Laws of Growth as structured knowledge, verified by Institute researchers: what the knowledge is, the evidence grade behind it, the conditions under which it holds, and a link to further reading. As we make new findings, we add them to Owlbert, so you're always getting the most up-to-date evidence about how marketing works. The set covers decades of Institute knowledge across areas such as penetration and market share, double jeopardy, duplication of purchase, mental and physical availability, distinctive assets, advertising and media, price and promotion, and category entry points.

Alongside the cards, it provides a verified NBD-Dirichlet calculator (per brand penetration, purchase frequency, share of category requirements, duplication, cross purchasing, goodness of fit and period rescaling), so brand performance figures are computed rather than estimated. It can also perform Duplication of Purchase analysis. And, if your question hasn't been answered, can send questions directly to the Institute's researchers.

Owlbert keeps no log of your questions unless you tick "Help the Institute improve Owlbert" when you connect or on your setup page. With it on, it keeps a summary of the questions your assistant sends it so the Institute can see what sponsors ask. A specific question you send to the researchers is kept with your name so they can reply. Nothing else from the conversation is stored.

Only authorised Sponsors of the Institute can connect: please contact info@marketingscience.info if you would like access.