I recently saw a statistic on marketing measurement adoption that raised my eyebrows. It came from BCG who shared the information at Google’s Think Measurement event: 68% of companies don’t consistently use their marketing measurement results to inform spending decisions. The number itself was instinctually a head-shaker given how far measurement solutions have come inRead More
A fundamental shift is underway in how brands and retailers approach media investments. A recent Modern Retail article by Kimeko McCoy (March 25, 2025) highlighted growing tensions in the retail media space, with manufacturers increasingly pushing back on investments due to concerns about measurement transparency and questions around true incremental value. The Growing Challenge RetailRead More
The Trump administration’s imposition of tariffs on April 2 presents companies with immediate financial pressures that require a revaluation of their strategic marketing and product investments. The global tariff war has the potential to dramatically alter the economic landscape, requiring companies to assess their investments and be prepared to adjust brand and marketing approaches toRead More
As economic headwinds intensify with escalating tariffs, persistent inflation, and record household debt, executives face mounting pressure to contain costs while maintaining growth. Often in times such as these, marketing budgets can become prime targets for reduction. However, decades of history grounded in proven results has established this is a decision not to be takenRead More
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 (andRead More
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