By Pravat Dash, VP Analytics, Ipsos MMA Challenges and Opportunities Marketing measurement focuses on quantifying the incremental effect of marketing and related commercial activities on business results (in terms of revenue, profit, units, or share) and upper-funnel measures like brand awareness or search activities. There are two techniques typically utilized – Marketing Mix Modeling (MMM), anRead More The post The Essentials of Data Management for Marketing Measurement appeared first on Marketing Management Analytics ..read more

By Surya Pandruvada, EVP Healthcare Analytics The pharmaceutical industry stands at a pivotal moment—ready for a groundbreaking shift in how commercial decisions are made. As healthcare marketers navigate a rapidly evolving landscape, where patients and healthcare providers are more connected and informed than ever, the opportunity to harness advanced data analytics and AI has neverRead More The post Transform Pharma Commercial Decision-Making through Unified Commercial Effectiveness Measurement appeared first on Marketing Management Analytics ..read more

By Brian Lange, SVP Analytic Consulting, Ipsos MMA In today’s increasingly complex and faster-moving marketing environment, understanding the true impact of your marketing efforts and investments is more critical than ever. This is where successful Marketing Mix Modeling (MMM) comes in. MMM is a powerful analytical approach that helps companies allocate their marketing budget moreRead More The post 12 Best Practices for a Successful Marketing Mix Modeling Investment appeared first on Marketing Management Analytics ..read more

  By Michael Bertie, SVP Analytic Consulting I am a bit of a pop-culture nut.  Always have been, always will be. One of my all-time favorite bits was David Letterman’s Top 10 Lists (Editor: If you have some free time, enjoy the rabbit hole that is Letterman’s YouTube channel). Consistently funny, often topical, and usuallyRead More The post 5 Things You Know About Marketing Mix Modeling and Attribution That Are Actually Wrong appeared first on Marketing Management Analytics ..read more

By Craig Ishill, VP Analytic Consulting Anyone who has worked in marketing has heard John Wannamaker’s adage, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half!” However, with Marketing Mix Modeling (MMM), marketers can gain a clearer understanding of how much of a return on their investmentRead More The post The ABCs of Marketing Mix Modeling appeared first on Marketing Management Analytics ..read more

Why Omnichannel Measurement has Grown in Importance in CPG Grocery & Food e-commerce penetration still lags many consumer categories. Food & Grocery e-commerce sales represent 7% and 13% of 2024 total retail sales respectively, lagging categories such as Health & Personal Care and Pet Products ,which represent 21% and 42% of 2024 total retail sales,Read More The post Driving Growth in CPG Through the Use of Omnichannel Marketing Measurement appeared first on Marketing Management Analytics ..read more

By Nikhil Goel, VP, Analytic Consulting, Ipsos MMA   Evaluating marketing mix modeling (MMM) capabilities and finding the top marketing mix modeling solution provider is an important decision that could drive tens to hundreds of millions of incremental revenue and margin gains. The right partner is not just a service provider but a consultative assetRead More The post 6 Best Practices for Evaluating Top Marketing Mix Modeling Companies appeared first on Marketing Management Analytics ..read more

In the dynamic and evolving world of digital marketing, the way we measure its effectiveness is constantly changing. The advent of new technologies, the enforcement of global privacy regulations, and shifts in online media consumption patterns all influence our approach to evaluating the impact of digital marketing. Amidst these ongoing changes, there is a significantRead More The post Overcoming the 5 Challenges of MTA Marketing with Unified Marketing Measurement and Optimization appeared first on Marketing Management Analytics ..read more

The pharmaceutical industry is navigating an ever-changing landscape, where precision and efficiency are not just goals but necessities for success. In this realm, understanding the depth and breadth of pharma marketing analytics can transform your strategy and execution of marketing campaigns, ultimately leading to an increase in the value of that investment. As pharma companiesRead More The post Unleashing the Power of Pharma Marketing Analytics for Successful Campaigns appeared first on Marketing Management Analytics ..read more

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 amidstRead More The post Marketing Mix Modeling in Pharma: At the Intersection of Strategic & Executable Insights appeared first on Marketing Management Analytics ..read more