“The ability to collect and analyze digital data at extremely granular levels enables both marketers and their advertising partners to more successfully measure, predict and action the most effective and profitable means of optimizing each digital channel to achieve their business objectives. We are excited that Google has taken such a proactive approach in working with MMA and analytic companies within the marketplace in providing such a high level of objectivity and transparency."
— Patrick Cummings, CEO of Marketing Management Analytics
CMOs and marketing executives use marketing mix models to understand how their marketing investments are driving sales and how to optimize their spend across multiple brands, channels, and regions. With rising investment in digital and mobile advertising, marketers want to be sure the models they use correctly value the impact of these channels. For more information regarding this partnership with Google, please click here.
Half of Americans Believe Climate Change is Caused by Human Activity
The latest Ipsos poll on climate change shows that while a majority of Americans believe climate change is caused by human activity (51%), a significant minority (31%) believe it is caused by natural patterns and a few (6%) do not think climate change is really happening.
Ethnography is a qualitative research technique, characterized by spending extended periods of time with people. We immerse ourselves in their world so we can observe and understand what they say, what they do and how they do it. The Ipsos ECE (Ethnography Centre of Excellence) is a group of ethnographers, anthropologists, market researchers and filmmakers. We work in 24 markets with public and private sector clients and have hubs in U.K. and the U.S. In the past five years we have been awarded "Best Session", "Best Newcomer" and "Best Overall Contribution" by MRS. In addition, in 2014 we won Best Healthcare and Best Impact paper at the Market Research Effectiveness awards.
Enterprise Feedback Management (EFM)
Customers across all categories now look for a personalized experience that is available when they want it, how they want it, and where they want it. Regardless of whether the desired experience is delivered, it is now possible through the explosion of mobile coupled with the prominence of social media for consumers to give instant feedback. The consequence is the increasingly significant impact that customer experience has on the overall relationship with a brand.