Happy 13th Anniversary of Our Transformation, Ipsos MMA

Early in 2010 a small group of people met for dinner at a tequila bar/restaurant in Connecticut. Over a few drinks, some Mexican food, and rows of pink and blue cotton candy (yes – that was a staple at the restaurant when it was there), we mapped out the marketing mix modeling industry on napkinsRead More

Unified Marketing Measurement Solutions are Delivering Stronger Top and Bottomline Gains for Brands and Marketers

The combination of skilled experts and AI/ML driven analytics are enabling marketers to leverage proven, validated unified insights to build more effective marketing plans that help transform brands and drive improved financial results   We are very excited at Ipsos MMA to have Charlie, Roopa, and Lakshimi having joined us to help shape and continueRead More

Who Should Own Advertising Data? Thoughts from the 2023 POSSIBLE Event

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

Outlining the Optimal Agency & Marketing Measurement Vendor Approach

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

Evolution of Successful Marketing Measurement Engagements

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

Client Victory: When Agencies and Marketing Measurement & Optimization Partners Collaborate

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

AI Driven Marketing in Pharma: Unified Patient Attribution 

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

Ipsos MMA Raises $20,000 USD to Aid COVID Relief in India

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

Assessing the Impact of Turbulent Times on Pharma Marketing Management, Planning and Recovery

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

Evolving your Marketing Mix Modeling Program for Recovery 2021

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