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
By Craig Ishill, VP Analytic Consulting Anyone who has worked in marketing has heard John Wannamaker’s adage, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half!” However, with Marketing Mix Modeling (MMM), marketers can gain a clearer understanding of how much of a return on their investmentRead More
By Charlie Hinton VP Analytic Consulting In the fast-paced and evolving marketing world, where new channels, platforms, and strategies evolve and emerge constantly, measuring and optimizing marketing campaign effectiveness is more crucial than ever. With so many media buying levers, marketers need robust tools to understand what works and what doesn’t. Two methodologies have emergedRead 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
By Doug Brooks, EVP at Ipsos MMA It’s been an age-old debate between marketing and finance executives. What is the value of brand building initiatives and how can they be measured if an impact can’t be seen in the short-term, how do we know what the affect will be over the long-term? Without clear evidenceRead More
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.” NowRead 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