Category Archives: Marketing Mix Modeling

The Satir Change Model and Why It has Everything to do with Predictive Analytics

By Michael Bertie, Ipsos MMA SVP Analytic Consulting Time for a game of Jeopardy!  The category is: “Little Known Founders of Change Management”. The answer: “Known as ‘The Mother of Family Therapy’, this American author and therapist is also responsible for creating the widely recognized Change Process Model that defines how change impacts organizations.” Now […]

How Automotive Industry Marketers are Energizing Sales with Marketing Analytics

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 leaned […]

The Evolution of Marketing Mix Modeling… and hopefully the wonks that follow it

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% […]

In Defense of Marketing Mix Modeling

More than 25 years ago, MMA pioneered the use of marketing mix modeling and today remains one of the industry leaders in the space across a wide range of industry verticals. We’ve extended our core marketing mix capability (which is now known by many clients as Commercial Effectiveness) by integrating data sources specific to the […]

Big Data, Massive Expectations & Objective Insights

Patrick Moriarty, Ph.D. SVP, General Manager, Ipsos MMA (Marketing Management Analytics) Marketing Analytics & Industry Evolution Recently, several of my colleagues and I participated in a summit put on by our friends at Google with a focus on Marketing Mix Modeling. It was designed as a day to bring in some of the best practitioner […]