Everything has the potential to impact on everything. By taking a holistic, unified approach to marketing mix modeling, one that captures all the marketing and non-marketing variables that have a direct or indirect effect on sales and marketing ROI, organizations are able to more effectively and accurately measure marketing effectiveness, optimize investments and simulate the future impact on sales and profit.
The ability to measure and drive improved marketing ROI and tie that back to increases in sales continues to be a priority for marketing-driven organizations. To produce a result that can be trusted and applied to future marketing and business plans, executives need to be confident that the data being used in the process is inclusive and portrays a comprehensive picture of all business drivers and their impact on both revenue and profit. For this reason, it is important that a more unified, holistic approach to marketing mix modeling be taken.
Sales, profit and MROI are directly and indirectly impacted by many things. Promotion, pricing, product, operational, economic, competitive, seasonality, weather and other external factors can all have direct or indirect effects on marketing effectiveness. To accurately measure MROI and its impact on sales, the synergies, attribution impacts and halo effects of all these variables need to be measured and accounted for, using an integrated and unified measurement program.
Significant advances in data and modeling technologies have reduced from months to weeks to days the management of the end-to-end process of converting many terabytes of data into predictive business-centric models capable of solving complex business problems. Dynamic simulation and optimization software enable users to quickly wargame and plan in real-time, supporting more effective and efficient forward-looking planning, investment optimization and increases in revenues.
Ipsos MMA enables companies to address critical business questions, including:
- Which media vehicles and tactics are most responsive and drive the most sales?
- What is the effectiveness and ROI of marketing activities?
- What is the halo impact of marketing activities across the portfolio?
- What is the optimal timing of activities to account for cross-channel synergies and seasonality?
- What is the optimal spend/mix, reach and frequency of various marketing channels?
- How can a brand improve the productivity of each marketing channel through optimized execution?
Ipsos MMA provides clients continuous, actionable insights into how their marketing performance can be optimized for the future, based upon a rich historical perspective of marketing and operations, economic indicators, customer insights, the competitive landscape and other business conditions.
Consultative Discovery and Value Proposition - Collaborative sessions are conducted with key business stakeholders to identify important issues they are seeking to solve by applying marketing mix modeling results. A roadmap to value is created that aligns with organizational objectives.
Real-Time Simulation, Optimization Software and Scenario Planning Capabilities - Ipsos MMA’s clients are given the ability to conduct real-time, what-if scenario simulations as well as optimization routines across a variety of potential and planned business situations.
Historical “Due To’s” - This provides pinpoint reads on why and how much each marketing, media, promotion, distribution, operational, competitive, economic and other variables either positively or negatively impacted the business.
Predictive Statistical Models - Custom client models incorporate a rich set of client specific data enabling an expedited understanding of what will happen, when, where and why based on a wide variety of optimized and simulated marketing and media programs.
Integrated Marketing Data Management Platform - A rich set of data is collected at a granular level by Ipsos MMA’s professional data management personnel. The data is cleansed and harmonized in a powerful database that acts not only as a modeling and analytic platform for the ROI analysis but also as a database for developing rich and insightful business reporting.
Experienced Consultative Support and Value - Count on partner-level insights from experienced consultants who work collaboratively with clients to assimilate the predictive insights into their ongoing business processes to support value creation.
Activate: Unified Measurement Platform
Activate is an always-on, near-time, unified marketing measurement and optimization platform. A software as a service based solution, it allows cross-functional marketers and executives to leverage a sophisticated unified measurement analytic framework within a set of easy to use web-based tools.
Activate: Marketing Performance
Activate enables you to monitor and manage marketing performance and efficiency across global and local levels and build more effective plans using optimization and what-if simulation tools.