By Anup Nair, VP Analytic Consulting – Healthcare, Ipsos MMA Brand marketing teams today are requiring marketing mix modeling in pharma to produce more than the traditional “ROI” assessments. They are targeting deeper, richer “executable insights at sub-national levels” that can identify and produce incremental and measurable value. The race to capture market share amidst increasing competition and specialization is driving marketers to ask relevant, high value targeted questions from Marketing Mix that help make informed decisions not just at strategic levels but also at the tactical levels ..read 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. A strong option to consider is leveraging more digital media which can be executed quickly in a more nimble, targeted manner, while at the same time being agile in their creative content approach in order to maintain brand equity and trust. Spot TV Bu ..read 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 to the dealer, sell it.  What price strategy missed incentives will fix — and spend a lot on advertising. Today however, arguably, the industry is experiencing more disruption in the last five years tha ..read more

The automotive industry is a capital-intensive industry layered in complexity.  From manufacturing to government regulations to wholesale distribution.  Nothing is simple. For the last century this complex business was relatively stable and provided a degree of predictability.  Manufacture a product; Ship it to the Dealer; Sell it.  What price strategy missed incentives will fix; & spend a lot on advertising. Arguably, the industry is experiencing more disruption in the last five years than the last 100 years combined.  It’s a high stakes game forcing OEMs to ponde ..read more

Ipsos MMA’s Doug Brooks, EVP and Chief Client Officer, provided his expertise as a panelist at Google SuMMMit 2024 to address the challenges faced today by Marketing Mix Modeling. The thought-provoking questions discussed during the panel reflect the everyday concerns of marketers. Google hosted this summit to bring industry marketing mix modeling leaders and advertisers together to share insights, challenges, successes and solutions of today as well as thoughts on what the future holds. “When you think about where marketing mix modeling has been and where it has the potential to go, what’s th ..read more

I am very excited about the culture we have created at Ipsos MMA where diversity, equality and inclusion for everyone represent such an important part of our foundation and success. At Ipsos MMA our strong leaders feel empowered, inspired and motivated to support each other to do their best work together for each other and our client partners. When we come together as One Team it shows in our work and results. It plays out in how people feel about their jobs and each other and enables a true meritocracy where we are all able to benefit based upon what we achieve as a team.  Working hard t ..read more

Congratulations to the Ipsos MMA Team on another incredibly successful year of organic growth, innovation and exciting experiences!  Over 32% growth in ’23, 205% in the past 3-years and 631% growth since 2011! Building a great company culture that drives year over year record-breaking revenues producing measurable, incremental value to our clients while attracting and retaining top talent isn’t easy. It requires a great and unified team. A significant part of people’s lives is spent working. However, too often the work defines the job as compared to the important connections and experienc ..read more

Early in 2010 a small group of people met for dinner at a tequila bar/restaurant in Connecticut. Over a few drinks, some Mexican food, and rows of pink and blue cotton candy (yes – that was a staple at the restaurant when it was there), we mapped out the marketing mix modeling industry on napkins – 4 of them. On those napkins, along with a smattering of tequila, taco residue, and cotton candy, we shaped a perspective on the industry and each company in it, the future for the industry and what we could do to transform it into something bigger, better that added more discernable, transparent val ..read more

The combination of skilled experts and AI/ML driven analytics are enabling marketers to leverage proven, validated unified insights to build more effective marketing plans that help transform brands and drive improved financial results   We are very excited at Ipsos MMA to have Charlie, Roopa, and Lakshimi having joined us to help shape and continue to innovate the most advanced Unified Marketing Measurement solution in the industry. Why? Because they are proven leaders who have applied their knowledge and expertise to create incremental value for brands across a diverse set of industrie ..read more

By Robert Cardarelli, EVP Attribution & Analytics I recently had the pleasure of attending and speaking at the 2023 POSSIBLE event in Miami–seeing AdTech, Advertisers, and Publishers come together to address critical topics that are shaping the future of digital marketing. So many exciting discussions! Two talk tracks near and dear to me are how we, as an industry, think about the future of data strategy and AI technology. Such important topics address how we shape customer experiences, unlock value for advertisers, and prepare us for a world where data is used responsibly. And, of course ..read more