Ipsos MMA's Unified Marketing Measurement & Optimization

Driving Better Decisions and Financials with Unified Marketing Measurement & Optimization

In today's dynamic world of marketing, staying ahead of the curve and making well-informed decisions is at the cornerstone of business success. Marketers now require swifter, more precise, future-proofed insights to drive rapid decision-making.

Ipsos MMA's Unified Marketing Measurement and Optimization is a unique solution that enables marketers to assess the incrementality of their marketing strategies down to the campaign, publisher, placement, and individual creative levels. As Machine Learning/Artificial Intelligence becomes more critical to drive model accuracy, insights, and efficiency across multiple measurement approaches, Ipsos MMA has evolved conventional marketing mix models to integrate granular data, automated testing, and benchmarks that are used to validate results as well as recalibrate models for enhanced, even more accurate, future prediction.

The result is greater financial value for brands, both in the short and long run.

What is Unified Marketing Measurement?

Unified Measurement by Ipsos MMA integrates all marketing (paid, owned, and earned), sales financial, brand, price, promotion, operational, external, and consumer data into one comprehensive solution. This unified analytics platform empowers marketers to confidently evaluate the effectiveness and efficiency of their marketing and other essential brand investments, enhancing performance through continuous re-optimization, targeting and experimentation.

The solution, Agile Attribution, marries traditional marketing mix modeling, advanced machine learning/AI techniques, and rapid in-market incrementality testing. Connecting these methods through a proven and client validated process enables our client partners to triangulate a source of truth across multiple measurements, ensures incrementality, obtains highly granular and automated insights into their partners, and creates future realistic scenarios by incorporating dynamic Demand Signals.

Ipsos MMA's Demand Signals leverages multiple, real-time data streams (‘Signals’)  in an innovative machine learning-based approach that simulates real-time changes in economic and category conditions and their potential impact on consumer demand.

By employing AI/ML to continuously update the underlying Unified Measurement Models using data categorization and streamlined model ops, this capability delivers actionable insights "at the moment," allowing marketers to optimally allocate and re-allocate investments across channels and within channels to drive profitable growth.

With third-party cookies nearing their demise, the rise of first-party data signals in the digital buying ecosystem has presented new opportunities to use consent-driven, compliant data to improve programmatic media buys. By maintaining an agnostic approach to ingest, align, and analyze reliable ID-level data rooted in next best actions among truly incremental audiences, we have connected to various DSPs across the web to unlock both cost efficiency and incremental conversion growth. It used to be that automated activation recommendations were a pipe dream for measurement providers given the noise with third-party data signals. Now with a first-party approach, our client brands have improved audience quality, including frequency and reach management and creative asset optimization.