Optimizing marketing investments for long purchase-cycle products

Durable Goods

The Forrester Wave™: Marketing Measurement and Optimization, Q3 2023. LEARN MORE
The 2025 Gartner® Magic Quadrant™ for Marketing Mix Modeling Solutions. LEARN MORE

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

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

Optimizing marketing investments and ROI to drive omni-channel sales across wholesale, owned retail and ecommerce

MMA has been measuring the impact of marketing on products with long-purchase cycles for some of the largest global brands in the apparel, appliances, automotive, consumer electronics, durable goods, furniture, home improvement materials, jewelry and even real estate. Over our 20+ year history, we have developed proprietary methods for capturing the mid- to long-term effects of media and using this information to help our clients form investment strategies for their global brands.

As a Solution for Durable Goods

Typical marketing challenges in Durable Goods include price and promotion, marketing/media planning and ROI, brand health and forecasting. MMA is able to model durable goods brands at any response level, including brand, product, or promoted product group and at any geographic level in order to appropriately tackle the challenges CPG marketers face. MMA is uniquely positioned with its deep relationships and experience with retailers to collect and manage the significant data that is necessary to conduct high-value analytics with durable goods companies. MMA answers the tough questions, even those requiring specific Durable Goods custom analytics.

Tackling the Tough Business Questions

01

What is the optimal marketing budget and mix of activities to sales and profit?

02

How effective is multi-channel marketing?

03

By market and by channel? How does a longer purchase cycle impact my media plans?

04

What is the ideal mix of marketing across my portfolio?

05

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

06

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

07

How can I be measuring marketing ROI overall and specific marketing campaigns?

08

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

09

What are the roles of digital and social media?

10

How can I target consumer segments with the right media? Everyday price? Promotional tactics?

11

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

12

How can I get the most recent insights into consumer attitudes and loyalties embedded into my analytics?

13

What is the best balance between long term and short term activities, such brand building advertising, customer loyalty programs and promotions?

14

What is the impact of in-store activities?

15

How can I link predictive analytics to my everyday business processes to get more value from them?

16

How can companies manage marketing performance on a continuous, forward-looking basis?

17

What is the ROI opportunity for operational improvements such as pricing, assortment and distribution?

18

How will environmental, competitive and economic factors impact sales?

Client Successes

Quantifying Long-term Brand Impact

“Quantifying the long-term impact of marketing with confidence enabled us to build a growth strategy that the entire organization could commit to. When your CFO, President, sales teams, and external partners are working from forecasts they can depend on, you can move faster and commit bigger than competitors still debating internally about where to invest.”

Dan Kleinman | Chief Brand Officer, Josh Cellars

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 | Former 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

How Nationwide Modernized Its Marketing Mix Model

Because brand health is so integrated with our unified measurement program, we can also show how changes in brand health metrics impact business performance, which is a beautiful thing.

Jamie Byrum | AVP of Marketing Data, Analytics, and Research, Nationwide

Prudential Turned Marketing Measurement into Real Impact

Marketing changed the paradigm so that they are not viewed as a cost. It never should be. It should always be viewed as a very powerful investment, as part of our growth journey.

Caroline Feeney | Global Head of Retirement and Insurance, Prudential Financial

Maximizing ROI Through Unified Measurement

In collaboration with Meta and Ipsos MMA, we were able to leverage advanced MMM solutions to uncover unprecedented insights into our Meta strategies. This innovative approach empowered us to maximize our Meta ROI through optimizing budget allocation across the entire funnel, strengthening our brand campaigns and elevating creative quality and messaging. This partnership has not only informed our strategic direction, but also strengthened our data-driven decision-making culture at Volvo.

Paul Appelqvist | Global Head of Media Execution, Volvo Cars