By Riya Sherchan, Senior Manager at Ipsos MMA I recently had the opportunity to speak at General Motors’ Women in Data Science (WiDS) conference, connecting with women who are shaping the future of data science and translating analytics into real-world business impact. My presentation focused on a challenge every marketer faces: the pressure to proveRead 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
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