By Robert Cardarelli, EVP Attribution & Analytics I recently had the pleasure of attending and speaking at the 2023 POSSIBLE event in Miami–seeing AdTech, Advertisers, and Publishers come together to address critical topics that are shaping the future of digital marketing. So many exciting discussions! Two talk tracks near and dear to me are howRead More
The Value of a Strong Relationship In our previous article we discussed how brands and agencies can evolve together to reach the ideal measurement plan that addresses critical business questions for brands. A fully Unified approach (MMM+MTA) has been undeniably proven to drive business performance and deliver value to the bottom line; implementation should beRead More
Selecting from the Measurement Menu Relative to Brand Maturity A brand’s measurement journey is much like The Game of Life, you cannot skip ahead to the end of the game with all the best attributes and win, it is a process full of fits and starts. Just as game players need to go to college,Read More
This article is the first in a series of six that will discuss the client, agency, marketing measurement partner relationship. Defining the Common Goal of Agencies and Marketing Measurement and Optimization Partners Improve the performance of marketing initiatives. Succinctly, this is the goal that media agencies and marketing measurement and optimization providers have in common.Read More
Unified Patient and Physician Attribution possesses a transformational capability for the pharma industry given the current challenges of pharma companies. A main challenge is the consumption model in healthcare which is complex in comparison to other industries. This complexity is also seen in the data, making it difficult to link data streams and restricting theRead More
The Ipsos MMA (Marketing Management Analytics) service line has supported its global team throughout the global pandemic. Recently, the urgent need for medical supplies, vaccines, oxygen, PPE and other life-saving assistance to battle the virus became evident in India. Speed was of the essence as, every day, the dire situation was creating more pain, sufferingRead More
When the COVID-19 pandemic hit, the quick onset of social distancing and varied forms of shelter in place regulations impacted the pharmaceutical industry in a multitude of ways. Some of the biggest impacts seen included: all forms of personal sales activities were suspended; for all non-essential / critical therapy needs HCPs were requiring patients toRead More
It’s easy to lose touch in times like these. Consumer behaviors have changed. Some of this will be short-term while undoubtedly some changes will be longer-term. But brands will go on. Consumer preferences and loyalties will persist. How brands behave in these challenging times will play a large role in that equation. But how shouldRead More
Actioning and optimizing your commercial investments against the evolving recovery and consumer demand curve on a real-time basis Most marketing driven organizations are working through what will effectively be two major cross-waves of planning. The first wave is rolling in now and is all about maximizing revenue and profits for the balance of the yearRead More
At a time when many companies are considering staff reductions and furloughs, Ipsos MMA stands apart in its extensive recognition of top performers. During Q1 2020, as many as 17% of the MMA team received promotions in recognition of their excellence in client service as well as their own advancing skillset. Most senior among theseRead More