By Brian Lange, SVP Analytic Consulting, Ipsos MMA In today’s increasingly complex and faster-moving marketing environment, understanding the true impact of your marketing efforts and investments is more critical than ever. This is where successful Marketing Mix Modeling (MMM) comes in. MMM is a powerful analytical approach that helps companies allocate their marketing budget moreRead 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
The pharmaceutical industry is navigating an ever-changing landscape, where precision and efficiency are not just goals but necessities for success. In this realm, understanding the depth and breadth of pharma marketing analytics can transform your strategy and execution of marketing campaigns, ultimately leading to an increase in the value of that investment. As pharma companiesRead More
By Lakshimi Sarju & Riya Sherchan During an election year, brands and their respective media agencies must take a thoughtful approach to their media strategies. Marketing initiatives must be aligned to fit the changing political environment. As a result, brands may need to effectively try to reach target audiences in unique ways across media. ARead More
Written by Michael Macri The automotive industry is a capital-intensive industry layered in complexity. From manufacturing to government regulations to wholesale distribution. There is very little simple about it. That said, for the last century the complexities of the business were relatively stable and provided a degree of predictability. Manufacture a product, ship it toRead 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
Unified Patient and Physician Attribution possesses a transformational capability for the pharma industry given the current challenges of pharma companies. A main challenge is the consumption model in healthcare which is complex in comparison to other industries. This complexity is also seen in the data, making it difficult to link data streams and restricting theRead 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
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