Marketing Mix Modeling in Pharma: At the Intersection of Strategic & Executable Insights

By Anup Nair, VP Analytic Consulting – Healthcare, Ipsos MMA Brand marketing teams today are requiring marketing mix modeling in pharma to produce more than the traditional “ROI” assessments. They are targeting deeper, richer “executable insights at sub-national levels” that can identify and produce incremental and measurable value. The race to capture market share amidstRead More

Navigating Media Buying in an Election Year – Key Considerations

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

Automotive Marketing Trends, The Role of Marketing Analytics in a Changing Industry

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

The Current State of Marketing Mix Modeling and Marketers’ Concerns Discussed at Google SuMMMit 2024

Ipsos MMA’s Doug Brooks, EVP and Chief Client Officer, provided his expertise as a panelist at Google SuMMMit 2024 to address the challenges faced today by Marketing Mix Modeling. The thought-provoking questions discussed during the panel reflect the everyday concerns of marketers. Google hosted this summit to bring industry marketing mix modeling leaders and advertisersRead More

Outlining the Optimal Agency & Marketing Measurement Vendor Approach

The Value of a Strong Relationship In our previous article we discussed how brands and agencies can evolve together to reach the ideal measurement plan that addresses critical business questions for brands. A fully Unified approach (MMM+MTA) has been undeniably proven to drive business performance and deliver value to the bottom line; implementation should beRead More

Evolution of Successful Marketing Measurement Engagements

Selecting from the Measurement Menu Relative to Brand Maturity A brand’s measurement journey is much like The Game of Life, you cannot skip ahead to the end of the game with all the best attributes and win, it is a process full of fits and starts. Just as game players need to go to college,Read More

Client Victory: When Agencies and Marketing Measurement & Optimization Partners Collaborate

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

Assessing the Impact of Turbulent Times on Pharma Marketing Management, Planning and Recovery

When the COVID-19 pandemic hit, the quick onset of social distancing and varied forms of shelter in place regulations impacted the pharmaceutical industry in a multitude of ways. Some of the biggest impacts seen included: all forms of personal sales activities were suspended; for all non-essential / critical therapy needs HCPs were requiring patients toRead More

Evolving your Marketing Mix Modeling Program for Recovery 2021

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

The Brand vs. Performance Media Debate

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