Category: Data Solutions

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

Establishing “Data Readiness” to Drive the Most Value from an MTA Capability By Robert Cardarelli, SVP at Ipsos MMA With all the changes in the digital and TV data landscape, the promise of standing up a robust multi- touch attribution (MTA) model has left marketers with several big questions. How do I get an attributionRead More