Beyond the Numbers: Why 2025 is Already a Game-Changer for Marketing Measurement

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 (and finally getting) analytics that connect directly to sales growth.

Here’s what makes this exciting: enterprises have never had more sophisticated marketing metrics. They can measure everything from brand sentiment to customer lifetime value with increasing precision. But there’s a persistent tension in the C-suite: CMOs are reporting improving ROI and performance metrics while CFOs often aren’t seeing the corresponding lift in incremental sales. That disconnect is exactly what Ipsos MMA is solving, and it’s driving an incredible start to 2025.

How Enterprises Are Transforming Marketing Measurement

Our NexGen Unified Marketing Measurement & Predictive Planning Solution, launched in mid 2024, directly addresses this challenge for our clients and is the engine that enables our partners to accelerate their growth, enabling us to win together. Through advancements in data automation, predictive modeling, functional integration, and our Activate Platform, we’re helping enterprises:

• Move beyond sometimes incomplete or misleading ROI metrics to measure true incremental sales impact
• Not only make recommendations, but track execution, measure performance and dynamically recalibrate to optimize results in changing conditions
• Unite marketing, finance and operations around validated results
• Make faster, more confident decisions backed by real performance data
• Continuously recalibrate and optimize based on actual sales lift

When Marketing Metrics Drive Real Growth

The most exciting part of our early 2025 momentum is watching how unified measurement transforms enterprise operations. Our Activate platform creates a common language that connects marketing investment to measurable business growth – and the results are financially remarkable. When marketing can produce the optimal, measurable and validated marketing plans all while showing finance exactly how their investments drive incremental sales, and operations can see how their decisions amplify marketing’s impact, the possibilities are infinite.

Accelerating Analytic Success in 2025 and Beyond

This shift we’re seeing doesn’t just mean a strong start to 2025 for Ipsos MMA – it’s a fundamental change in how enterprises approach measurement and can work together to produce short and long-term business plans synergistically that drive incremental sales and profits. As more organizations discover what’s possible with a unified measurement solution that delivers validated growth, the momentum will only build.

I’m incredibly excited about what this means, not just for our continued success, but for every enterprise ready to transform marketing measurement from a metric-tracking exercise into a powerful driver of business growth.