Too often smart people get caught up in the details of the past and forget how quickly the future is moving… I read another article about marketing mix modeling today and the commentary from the usual market research wonks. I laughed. I scowled. I shook my head. I wouldn’t have laughed but for the 356% […]
More than 25 years ago, MMA pioneered the use of marketing mix modeling and today remains one of the industry leaders in the space across a wide range of industry verticals. We’ve extended our core marketing mix capability (which is now known by many clients as Commercial Effectiveness) by integrating data sources specific to the […]
Patrick Moriarty, Ph.D. SVP, General Manager, Ipsos MMA (Marketing Management Analytics) Marketing Analytics & Industry Evolution Recently, several of my colleagues and I participated in a summit put on by our friends at Google with a focus on Marketing Mix Modeling. It was designed as a day to bring in some of the best practitioner […]
Analyzing and measuring marketing effectiveness is increasingly becoming the norm for effective CEOs, CMOs and CFOs.
Don’t overlook the inherent value in the data itself that is collected for predictive analytics An often overlooked high-value component of continuous, repeatable predictive analytics is the power to leverage on a day-to-day basis the diverse and rich data sets that are collected in order to enable the analytic insights. Generally speaking, in order for […]
Twenty-five years ago this month MMA was founded becoming the first company to commercialize marketing mix modeling. Back then the focus was heavily on traditional media – TV, radio, print, price and promotion. The data collected rarely comprised more than a few gigs and the results were used to support media planning and flighting of […]
Marketing strategies have out-smarted and out-paced analytics capabilities at many companies, resulting in millions of dollars in unproductive marketing and media investments. By integrating marketing mix models with granular attribution models, companies are breaking down the measurement and investment silos.