Measuring marketing’s true impact on business growth can be challenging for many businesses. Even with sophisticated analytics and mountains of data, most global enterprises still struggle to prove which investments actually drive real, incremental revenue that finance and marketing can align upon. A recent Gartner case study, “Prove the Value of Marketing by Driving MMMRead More
By Riya Sherchan, Senior Manager at Ipsos MMA I recently had the opportunity to speak at General Motors’ Women in Data Science (WiDS) conference, connecting with women who are shaping the future of data science and translating analytics into real-world business impact. My presentation focused on a challenge every marketer faces: the pressure to proveRead More
I recently saw a statistic on marketing measurement adoption that raised my eyebrows. It came from BCG who shared the information at Google’s Think Measurement event: 68% of companies don’t consistently use their marketing measurement results to inform spending decisions. The number itself was instinctually a head-shaker given how far measurement solutions have come inRead More
A fundamental shift is underway in how brands and retailers approach media investments. A recent Modern Retail article by Kimeko McCoy (March 25, 2025) highlighted growing tensions in the retail media space, with manufacturers increasingly pushing back on investments due to concerns about measurement transparency and questions around true incremental value. The Growing Challenge RetailRead More
The Trump administration’s imposition of tariffs on April 2 presents companies with immediate financial pressures that require a revaluation of their strategic marketing and product investments. The global tariff war has the potential to dramatically alter the economic landscape, requiring companies to assess their investments and be prepared to adjust brand and marketing approaches toRead More
As economic headwinds intensify with escalating tariffs, persistent inflation, and record household debt, executives face mounting pressure to contain costs while maintaining growth. Often in times such as these, marketing budgets can become prime targets for reduction. However, decades of history grounded in proven results has established this is a decision not to be takenRead More