By Pravat Dash, VP Analytics, Ipsos MMA Challenges and Opportunities Marketing measurement focuses on quantifying the incremental effect of marketing and related commercial activities on business results (in terms of revenue, profit, units, or share) and upper-funnel measures like brand awareness or search activities. There are two techniques typically utilized – Marketing Mix Modeling (MMM), anRead More
Ipsos MMA’s Unified Commercial Effectiveness Measurement Solution By Surya Pandruvada, EVP Healthcare Analytics The pharmaceutical industry stands at a pivotal moment—ready for a groundbreaking shift in how commercial decisions are made. As healthcare marketers navigate a rapidly evolving landscape, where patients and healthcare providers are more connected and informed than ever, the opportunity to harnessRead More
By Brian Lange, SVP Analytic Consulting, Ipsos MMA In today’s increasingly complex and faster-moving marketing environment, understanding the true impact of your marketing efforts and investments is more critical than ever. This is where successful Marketing Mix Modeling (MMM) comes in. MMM is a powerful analytical approach that helps companies allocate their marketing budget moreRead More
By Michael Bertie, SVP Analytic Consulting I am a bit of a pop-culture nut. Always have been, always will be. One of my all-time favorite bits was David Letterman’s Top 10 Lists (Editor: If you have some free time, enjoy the rabbit hole that is Letterman’s YouTube channel). Consistently funny, often topical, and usuallyRead More
By Craig Ishill, VP Analytic Consulting Anyone who has worked in marketing has heard John Wannamaker’s adage, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half!” However, with Marketing Mix Modeling (MMM), marketers can gain a clearer understanding of how much of a return on their investmentRead More
By Charlie Hinton VP Analytic Consulting In the fast-paced and evolving marketing world, where new channels, platforms, and strategies evolve and emerge constantly, measuring and optimizing marketing campaign effectiveness is more crucial than ever. With so many media buying levers, marketers need robust tools to understand what works and what doesn’t. Two methodologies have emergedRead More
Why Omnichannel Measurement has Grown in Importance in CPG Grocery & Food e-commerce penetration still lags many consumer categories. Food & Grocery e-commerce sales represent 7% and 13% of 2024 total retail sales respectively, lagging categories such as Health & Personal Care and Pet Products ,which represent 21% and 42% of 2024 total retail sales,Read More
By Nikhil Goel, VP, Analytic Consulting, Ipsos MMA Evaluating marketing mix modeling (MMM) capabilities and finding the top marketing mix modeling solution provider is an important decision that could drive tens to hundreds of millions of incremental revenue and margin gains. The right partner is not just a service provider but a consultative assetRead More
In the dynamic and evolving world of digital marketing, the way we measure its effectiveness is constantly changing. The advent of new technologies, the enforcement of global privacy regulations, and shifts in online media consumption patterns all influence our approach to evaluating the impact of digital marketing. Amidst these ongoing changes, there is a significantRead More
The pharmaceutical industry is navigating an ever-changing landscape, where precision and efficiency are not just goals but necessities for success. In this realm, understanding the depth and breadth of pharma marketing analytics can transform your strategy and execution of marketing campaigns, ultimately leading to an increase in the value of that investment. As pharma companiesRead More