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
Ensuring marketers can holistically optimize their investments by overcoming the challenges of limited data sharing By Robert Cardarelli, SVP at Ipsos MMA Too often these days, whenever you hear about multi-touch attribution (MTA) there is a LOT of doubt in the marketer’s mind as to whether it will deliver on its promise. Themes like “blackRead More
Let’s change the conversation to Brand + Performance Media equals a balanced investment strategy for short and long-term growth By Douglas Brooks, EVP at Ipsos MMA While it’s true that ecommerce sales can be directly tracked through last-click attribution metrics, that doesn’t necessarily mean that the digital performance media being measured, owns 100% responsibility forRead More
By Michael Bertie, Ipsos MMA SVP Analytic Consulting Do you remember your first experience buying a car? I certainly do. Within 5 minutes of introducing himself, and as if reading from a script of a bad movie, the salesman hit me with: “What can I do to get YOU in THIS car?”, as he leanedRead More
Too often smart people get caught up in the details of the past and forget how quickly the future is moving… I read another article about marketing mix modeling today and the commentary from the usual market research wonks. I laughed. I scowled. I shook my head. I wouldn’t have laughed but for the 412%Read More