By Nikhil Goel, VP, Analytic Consulting, Ipsos MMA Evaluating marketing mix modeling (MMM) capabilities and finding the top marketing mix modeling solution provider is an important decision that could drive tens to hundreds of millions of incremental revenue and margin gains. The right partner is not just a service provider but a consultative assetRead 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 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
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
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
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
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
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
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