Why Omnichannel Measurement has Grown in Importance in CPG Grocery & Food e-commerce penetration still lags many consumer categories. Food & Grocery e-commerce sales represent 7% and 13% of 2024 total retail sales respectively, lagging categories such as Health & Personal Care and Pet Products ,which represent 21% and 42% of 2024 total retail sales,Read More
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
It’s easy to lose touch in times like these. Consumer behaviors have changed. Some of this will be short-term while undoubtedly some changes will be longer-term. But brands will go on. Consumer preferences and loyalties will persist. How brands behave in these challenging times will play a large role in that equation. But how shouldRead More
Actioning and optimizing your commercial investments against the evolving recovery and consumer demand curve on a real-time basis Most marketing driven organizations are working through what will effectively be two major cross-waves of planning. The first wave is rolling in now and is all about maximizing revenue and profits for the balance of the yearRead More
By Doug Brooks, EVP at Ipsos MMA It’s been an age-old debate between marketing and finance executives. What is the value of brand building initiatives and how can they be measured if an impact can’t be seen in the short-term, how do we know what the affect will be over the long-term? Without clear evidenceRead More
By Doug Brooks, EVP at Ipsos MMA In order to navigate their way through this crisis, executives across brands and countries are leveraging data-driven analytics to get ahead of the virus and “war-game” business options and outcomes. The outcome of this will enable them to chart courses to best reach consumers with the right timingRead More