Marketing Mix Model
Marketing Management Analytics, a division of Ipsos, is pleased to be partnering with Google in a program to help marketing mix model providers better incorporate Google media data into their services. The Marketing Mix Model Partners program is designed to ensure advertisers can accurately measure the ROI of their digital investments and confidently understand the digital drivers of ROI to improve returns year-over-year.
Over the past few years, we have seen an increased proliferation of mobile across the world. Not only have we seen the number of mobile users grow worldwide, but we've witnessed increased engagement of consumers with their mobile devices for a variety of everyday activities, whether it's watching videos, shopping, making purchases, or simply accessing the internet. We are now past the mobile tipping point, with mobile overtaking fixed internet access in many markets, across developed and developing economies. Consumer interactions with brands are, more than ever before, fragmented and multi-layered. Consumers are leading busy lives, and multi-task routinely in their day. Consequently, many of the planned brand exposures are missed and recall relevancy is eroding faster than expected.
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.