By: Robert Cardarelli, EVP Analytics, Ipsos MMA; John Guild, EVP Technology & Development, Ipsos MMA; Aniello Bianco, Sr. Director Analytics & Digital Attribution, Ipsos MMA Ipsos MMA has been developing marketing mix models, unified measurement, Agile Attribution and commercial effectiveness solutions for clients for over 30 years, analyzing over $125B in investments and producing moreRead More
By Craig Glusick, VP Analytic Consulting & Lisa Foster, Former VP New Client Engagement Over 100 years ago, following the 1918 Spanish flu the world re-emerged enjoying a boom period, later referred to as the “Roaring Twenties”. While new world events and threats are tempering some of the sanguinity, we are hopeful that we’re headingRead More
By Kevin McGehee, VP Analytic Consulting, Ipsos MMA TV FRAGMENTATION: FRIEND OR FOE FOR BRAND BUILDERS? Everyone knows that broadcast (and even cable) television viewership is on the decline. It has been this way for quite some time and there are a few related reasons behind the decline, but the primary issue is simply this:Read More
New Product Introduction Planning Leveraging Ipsos MMA Benchmarking Database The client was looking to leverage Ipsos MMA’s robust performance benchmarking database to inform an optimal media plan supporting the launch of a new pharmaceutical brand in the coming year. Key questions answered needed to include: Overall Budget and KPIs What are the overall budget requirementsRead More
AUTHORS: ROBERT CARDARELLI, SVP DIGITAL INNOVATION AND MICHAEL BERTIE, SVP ANALYTIC CONSULTING IS YOUR MARKETING ATTRIBUTION CAPABILITY PREPARED TO ADDRESS THE CHANGING MEDIA DATA LANDSCAPE? Marketing attribution has evolved dramatically in the past 20 years, migrating from ‘Last Click’ to data-driven Multi-Touch Marketing Attribution. However, the foundation of these approaches has primarily relied on third-party,Read 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