Last updated on April 16, 2014 at 13:39 EDT

Ipsos MMA Reports their Tenth Consecutive Quarter of Record, Double-Digit Growth Closing the First Half of 2013 up 32% Over Last Year

July 10, 2013

Predictive marketing mix and strategic pricing solutions contribute to 3rd year of record growth for MMA

NORWALK, Conn., July 10, 2013 /PRNewswire/ — Marketing Management Analytics, (MMA), a leader since 1989 in helping companies plan, execute, forecast and optimize their brand portfolios, marketing, pricing and product innovation investments, today announced its tenth consecutive quarter of record revenue expansion, growing 32% in the first half of 2013.

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MMA cited their growth in marketing mix modeling and strategic pricing as key drivers for their continued success.

  1. MMA has developed a unique marketing mix modeling approach that aligns rich and holistic sets of “big data” combined with predictive analytics to support the way companies plan, execute and measure brand performance. Moreover, MMA’s approach provides new insights into the evolving consumer decision-to-purchase pathways by identifying and targeting high-value consumer segments and the way each segment engages with our clients’ brands across paid, owned and earned media touch-points, platforms, response channels and markets. MMA deploys a multi-staged modeling approach that enables clients to develop a deep understanding of cross-media attribution as well as media synergies to better inform the media planning teams and strategies. The result is a highly business-centric, intuitive and actionable set of forward looking insights that can be used to drive measureable increases in marketing ROI.
  2. The launch and expansion of strategic pricing with retailers, restaurants and manufacturers has acted synergistically with MMA’s marketing mix solution enabling companies to understand not just how to optimize their marketing investment but also how to maximize their pricing for their brands in support of revenue, profitability and share growth. MMA’s point-of-view is that marketing and pricing need to operate in concert in order to optimize short and longer term brand/business performance. MMA develops the analytics and valuable Board Room insights to transform pricing strategies in a way that improve gross margins and revenues. MMA’s pricing analytics help address key consumer segments by demography and geography allowing clients to maximize high-value consumer price segments and zones. Questions such as every day and promoted price, depth and frequency-of-discount, addressing marketing and competitive threats, inventory depletion, gap and threshold analysis and other key pricing related issues are answered.

“There is a high-demand for analytic solutions that are highly specific to clients’ businesses, predictably accurate, functionally understandable and that provide measureable, incremental value,” said Doug Brooks, EVP at MMA. “But it’s more than just the data and analytics. At MMA we work to link and embed these capabilities in a way that helps solve our clients’ challenges that not only drive incremental revenue and profits, but improve speed-to-insight and productivity,” said Brooks.

“We continue to see clients take a broader perspective of what analytics should encompass in order to help them interpret and drive their business with it,” said Pat Cummings, CEO of MMA. “Today’s marketing mix, to be effective, can almost be termed Business Mix Modeling. The reality is that more often than not, non-marketing variables can both directly and indirectly impact upon sales and can be leveraged synergistically to work with marketing in order to optimize growth and profits. Moreover, because marketing is not something that is successfully executed in a silo, you have to take an analytic approach that enables you to understand and identify the interactions and attribution effects marketing vehicles have on each other. The C-suite is increasingly asking the question, ‘If I have an incremental dollar to invest, where should I put it? Should I allocate to marketing, operations, pricing, promotions…?’ At MMA we help answer these questions by taking a holistic view of the business driving variables helping companies understand, manage and invest in their marketing, operations, pricing and promotions together in the most effective and synergistic way possible,” said Cummings.

About Ipsos MMA

MMA is a unit of leading global custom market research company Ipsos. MMA provides leading predictive analytics services for companies in automotive, consumer products, durable goods, financial services, media & entertainment, pharmaceuticals, retail, restaurants and telecommunications. For more information on Ipsos MMA, please visit www.mma.com.

Contact: Lisa Foster, 203-849-3763, lisa.foster@ipsos.com

SOURCE Marketing Management Analytics

Source: PR Newswire