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
Remember when Marketing Mix Modeling (MMM) was that thing companies did once a year to justify TV budgets? Those days are long gone. In a recent webinar with over 400 global attendees, Ipsos MMA SVP Brian Lange revealed how MMM has evolved from a backward-looking marketing metric into what he calls “a business drivers analysis”Read More
The numbers tell quite a story: Ipsos MMA is starting 2025 with a bang, showing carry-forward revenue up nearly 40% and January, typically one of MMA’s largest months, is projecting an over 70% increase year-over-year. These aren’t just impressive figures – they signal something transformative happening in enterprise marketing measurement. Global organizations are demanding (andRead More
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