The Role of Marketing Analytics in a Changing Automotive Industry

The automotive industry is a capital-intensive industry layered in complexity.  From manufacturing to government regulations to wholesale distribution.  Nothing is simple. For the last century this complex business was relatively stable and provided a degree of predictability.  Manufacture a product; Ship it to the Dealer; Sell it.  What price strategy missed incentives will fix; &Read More

The Current State of Marketing Mix Modeling and Marketers’ Concerns Discussed at Google SuMMMit 2024

Ipsos MMA’s Doug Brooks, EVP and Chief Client Officer, provided his expertise as a panelist at Google SuMMMit 2024 to address the challenges faced today by Marketing Mix Modeling. The thought-provoking questions discussed during the panel reflect the everyday concerns of marketers. Google hosted this summit to bring industry marketing mix modeling leaders and advertisersRead More

Diversity, Equality and Inclusion Drive Success at Ipsos MMA

I am very excited about the culture we have created at Ipsos MMA where diversity, equality and inclusion for everyone represent such an important part of our foundation and success. At Ipsos MMA our strong leaders feel empowered, inspired and motivated to support each other to do their best work together for each other andRead More

Record Growth and Value Continues at Ipsos MMA: Emphasis on Experiences and Actions that Support Sustainability

Congratulations to the Ipsos MMA Team on another incredibly successful year of organic growth, innovation and exciting experiences!  Over 32% growth in ’23, 205% in the past 3-years and 631% growth since 2011! Building a great company culture that drives year over year record-breaking revenues producing measurable, incremental value to our clients while attracting andRead More

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