Measuring and optimizing marketing and promotions
to drive more sales and profits

Consumer Electronics

The Forrester Wave™: Marketing Measurement and Optimization, Q3 2023. LEARN MORE
The 2024 Gartner® Magic Quadrant™ for Marketing Mix Modeling Solutions. LEARN MORE

Gartner Leader 2024
solution-forester

The Forrester Wave™: Marketing Measurement and Optimization, Q3 2023. LEARN MORE

solution-forester
Gartner Leader 2024

The 2024 Gartner® Magic Quadrant™ for Marketing Mix Modeling Solutions. LEARN MORE

Driving stronger marketing performance and business growth across the highly competitive Consumer Electronics landscape Ipsos MMA has been measuring the impact of marketing and other drivers for some of the largest global Consumer Electronics brands since our inception.

Over our 30+ year history, we have developed proprietary methods for capturing the mid- to long-term effects of media, while balancing it with measurement of price and promotion impacts, to help our clients form investment strategies for their global brands.

Solution for Financial Service

As a Solution for Consumer Electronics

Marketing in the Consumer Electronics industry presents a wealth of challenges, including intense competition, short product lifecycles and annual launches, significant variance in pricing across brands and product tiers, highly seasonal sales periods for sub-categories and heavy reliance upon retailer partnerships (while balancing ever evolving ecommerce channels). To address this myriad of obstacles, Ipsos MMA deploys a highly customized approach to analytic development, specific to the client, sub-category and geography. After all, mobile phones, TVs, headphones and home sound systems all fall under the umbrella of Consumer Electronics, but they are all highly unique.

 

With that, the Ipsos MMA approach focuses on customizing analytic dimensions that match specific client’s needs, and defining unique measurement approaches to account for price and promotion, in-store activities, marketing/media planning and budget allocation/optimization, brand health and forecasting. At Ipsos MMA, we can model Consumer Electronic brands at any response level, including brand, product, or price tier, as well across consumer segments, retailers and geographies. We are also uniquely positioned with our deep relationships and experience with retailers to collect and manage the significant data that is necessary to conduct high-value analytics, including store-level models, in order to provide the most granular level of analytic measurement possible.

Tackling the Tough Business Questions

01

What is the optimal marketing budget and mix of activities to drive unit sales, revenue, profit and brand health?

02

How effective is multi-channel marketing?

03

What is the ideal mix of marketing across my product portfolio?

04

What is the halo impact of product and brand advertising, and how should that impact resource allocation decisions?

05

What is the halo impact of media investment across strategic price categories (premium, non-premium)?

06

Is my media optimally flighted to support new product launches, or are there opportunities to improve marketing’s impact via flighting optimization?

07

Is my budget properly allocated between pre-holiday, holiday and non-holiday time periods?

08

How can I leverage co-op investment (by retailer) to more effectively plan on my budget allocation?

09

What is the impact of media at each point in a consumer’s path to purchase?

10

What is the right mix to drive wholesale, owned retail and e-commerce sales?

11

Are some paid media channels more effective/efficient in driving sales via certain sales channels?

12

What are the effects and/or synergies between traditional and digital media?

13

How can I identify price gaps and thresholds? How are recent consumer attitudes impacting on my marketing and pricing strategies?

14

What is the impact of in-store activities and promotions?

15

What is the effect of owned and earned media?

16

How do environmental, competitive and economic factors impact sales?

Client Successes

Improve Business Performance through Marketing ROI Optimization

“Unified Marketing Measurement is a critical capability within the automotive industry for OEMs to capture the complex and diverse array of business drivers, including marketing, incentives, operations, economic, competition and consumer, to enable accurate measurement of incremental sales across our portfolio brands. This solution provides predictive actions that we can implement, track, and validate against true business impact.”

Jon Francis | Chief Data & Analytics Officer, General Motors

Measured Marketing Effectiveness in a Holistic, Accurate and Globally Manner

Marketing is rightly being held more accountable for true business outcomes across both the short and long term, and that involves connecting multiple complex and siloed datasets for truly holistic analytics. Doing so has allowed us to budget more effectively, forecast future outcomes and track true marketing effectiveness in order to optimize our investment choices across markets, campaign types and channels.

Andy Pilkington |  Global Head of Planning, Media & Analytics, Volvo

Accelerated Profitable Brand Growth at McCormick

Ipsos-MMA consistently delivers robust measurement that enables us to build better media plans that drive higher ROIs, expand measurement in critical areas such as retail media and other emerging tactics, and has provided the support needed to increase media investment and drive business results.

Ramesh Moorthy | Global Strategic Growth Management, Senior Director, McCormick

Empowered Cross-functional Teams to Optimize Commercial Investments

By connecting diverse data and analytics to provide a common foundation for insights, we are empowering cross-functional teams to optimize commercial investments in a synergistic manner, predict future outcomes and continuously track, validate and recalibrate plans using faster, more accurate and more holistic analytic results reflecting the latest consumer, market and business dynamics.

Arvind Balasundaram | Executive Director, Commercial Insights & Analytics, Regeneron

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See a preview of our marketing performance software suite for the consumer electronics industry in action