Sentrana
The Science to Lead Markets™
News & Events
PRESS RELEASE
New Sentrana Initiatives Emphasize Strategic Importance of Uncertainty Management in Enterprise Pricing
Washington, DC – March 31, 2008
Sentrana Inc., a Washington DC-based leader in solutions for excellence in scientific micromarket management, has developed a series of new enterprise pricing solutions grounded in the
mathematics of uncertainty management and odds-based pricing. As a growing number of
enterprises seek competitive advantage through a heightened focus on the demand levers
available to manage and optimize their revenue structure, Sentrana’s innovations address a
strategic imperative for companies seeking market driving leadership in hypercompetitive
industries such as consumer-related goods and services.
Sentrana CEO Sid Mansur characterizes odds-based pricing as follows: “Pricing is not about
getting to a single right price: it is about increasing the likelihood that a particular pricing bet is the
right one for the right product in the right place at the right time.” Mansur adds that Sentrana’s
uncertainty management solutions help the organization’s key decision-makers: We give these
decision-makers a meaningful basis, not only from which to make educated pricing bets but also
to know the odds of the outcome.”
Despite the central importance of price as a determinant of profitability, organizations in many
industries have been slow to recalibrate their approach to pricing from more traditional
methodologies such as cost-plus or competitor-based pricing. Each of these methodologies has
its own particular drawbacks and advantages, but one feature common to both is that pricing
decisions are decoupled from the real world of the enterprise’s demand environment and the
customer needs, preferences and spending propensities therein. These environments are full of
uncertainty as multiple variables interact in unpredictable ways. Uncertainty management is a
tool to establish a beachhead amid the complexity. The models that power Sentrana’s
MarketMover™ solution do not oversimplify complex relationships between the variables that
drive demand: rather they harness robust computational technology to model the full scope of
complexity and distill the vast number of possible combinations into probabalistic outcomes with a
better-than-average chance for success.
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Sentrana Inc., based in Washington, DC, is a pioneer in providing scientific micromarketing solutions to industry leaders in highly competitive markets. We provide end-to-end revenue optimization solutions by combining advanced quantitative methodologies with qualitative managerial inputs into our patented MarketMover™ platform. Our technology facilitates optimization of the marketing decisions at the individual transaction level that drive financial performance, allowing organizations to actively shape their demand environments. Our solutions enable our clients to make better pricing decisions, increase profitability, and unify disparate business units under a single revenue strategy.