By Michael Bertie, Ipsos MMA SVP Analytic Consulting Time for a game of Jeopardy! The category is: “Little Known Founders of Change Management”. The answer: “Known as ‘The Mother of Family Therapy’, this American author and therapist is also responsible for creating the widely recognized Change Process Model that defines how change impacts organizations.” Now […]
By Michael Bertie, Ipsos MMA SVP Analytic Consulting Do you remember your first experience buying a car? I certainly do. Within 5 minutes of introducing himself, and as if reading from a script of a bad movie, the salesman hit me with: “What can I do to get YOU in THIS car?”, as he leaned […]
Too often smart people get caught up in the details of the past and forget how quickly the future is moving… I read another article about marketing mix modeling today and the commentary from the usual market research wonks. I laughed. I scowled. I shook my head. I wouldn’t have laughed but for the 412% […]
More than 25 years ago, MMA pioneered the use of marketing mix modeling and today remains one of the industry leaders in the space across a wide range of industry verticals. We’ve extended our core marketing mix capability (which is now known by many clients as Commercial Effectiveness) by integrating data sources specific to the […]