Ipsos MMA, a global leader in marketing performance measurement and ROI analytics, has announced significant updates to its market-leading revolutionary Agile Attribution Platform. Ipsos MMA has introduced Agile Attribution, a unified marketing measurement platform that integrates holistic marketing mix models, micro-level models using advanced machine learning algorithms, and continuous market validation into a single insights and optimisation platform, in response to the impending deprecation of cookies and the ongoing data privacy concerns among consumers. This strategic development reaffirms Ipsos MMA’s unwavering commitment to continuous innovation, its emphasis on providing the industry with marketing investment decision-making that can be validated by increasing marketing value, and its proactive approach to addressing the evolving challenges of data privacy.
Navigating the Changing Landscape
MTA has long been a useful tool in marketers’ toolboxes, delivering insights into customer journeys, campaign and placement level effectiveness, and resource efficiency across attributed media techniques. However, with the decreasing reliability of third-party cookies and growing worries about data privacy, marketers are looking for alternatives that produce the same or better results.
Ipsos MMA recognised the critical need for a more adaptable, agile, and privacy-conscious strategy. Agile Attribution was introduced three years ago and has been implemented and proven by global clients across diverse industries. This latest evolution has put Ipsos MMA at the forefront of innovation, ensuring that clients continue to have access to detailed insights into their marketing performance and ROI, as well as driving both short and long-term marketing results in terms of measurable gains in sales and brand equity.
Revolutionizing Marketing Measurement
Ipsos MMA’s Agile platform, powered by cutting-edge analytics, enables its clients to completely measure marketing success across media channels, publishers, campaigns, creative, audiences, and ad formats, both online and offline, without relying on individual user data. This innovative solution seamlessly combines econometric modelling, data science, AI, and machine learning, allowing for monthly, weekly, and daily measurement and optimisation.
Key Benefits of Ipsos MMA’s Agile Attribution Platform:
- Media Insights at the Aggregate and Micro Levels: Agile provides a deeper understanding of how media investments, pricing, promotions, operations, and external factors impact sales and customer behaviour, resulting in improved marketing effectiveness, efficiency, and more accurate forecasting results. It is powered by traditional marketing mix models combined with micro-level attribution modelling.
- Unrivalled Agility: Clients can benefit from monthly and even weekly/daily model findings, allowing them to make quick changes to marketing allocation strategies based on near-real-time insights. Based on key priorities and KPIs, the platform dynamically determines and automates the delivery of the most relevant tactical simulation, optimisation, and next-best-action recommendations.
- Comprehensive Insights: To ensure a true quantification of incrementality across platforms and channels, Agile Attribution considers macroeconomic impacts, base consumer propensities, relative price position, creative factors, salesforce effectiveness, and competitive activity, among other key variables.
- Continuous in-market validation and recalibration: Integrating the platform with testing ensures the correctness and reliability of the insights.
“Agile Attribution represents a monumental leap in the evolution of marketing measurement,” says Rob Cardarelli, Executive Vice President, Analytics and Attribution at Ipsos MMA. We’ve leveraged the power of cutting-edge analytics and AI with Ipsos MMA’s Agile platform to provide our clients with detailed, quick insights for agile marketing decision-making. This breakthrough tackles the issues of data privacy and a lack of third-party cookie data, allowing our clients to make educated decisions and optimise their marketing programmes with unprecedented precision.”
Telco Provider Case Study: Unlocking Marketing Excellence
A telco service provider faced the challenging task of optimising its huge marketing spend in media channels and promotional offerings, and contacted Ipsos MMA for a complete solution across a varied variety of geographic locations. The Agile Attribution platform revealed precise, actionable insights and their corresponding value propositions, allowing the telco operator to answer the following questions:\
- Media Optimisation – Strategic Clarity:
What is the best balance of upper/mid/lower funnel methods, channel-level strategies, innovative approaches, targeted audiences, and regional reach and frequency thresholds? - Product Allocation – Resource Allocation Intelligence:
How should the telco divide its marketing budget between different lines of business, such as prepaid vs. postpaid and wireless vs. internet vs. video? - Crafting Effective Offer Combinations: Promotional Strategy
What is the best type and combination of promotional offers, such as price, bundles, device trade-in credit, BYOD (Bring Your Own Device), new account incentives, add-a-line promos, upgrades, and gifts/freemiums?
The Agile Attribution platform from Ipsos MMA was able to provide insights and optimisation recommendations not only within each marketing silo (media, product, and promotion), but also as a combination across all three levers at the DMA level, allowing the ability to fine-tune the holistic marketing mix for maximum impact in each geographical area. The Agile optimisation method produced a potential 10% month-over-month gain in gross additions with neutral spending in this real-world scenario. These findings attest to the platform’s ability to improve strategic marketing decision-making.
“Our Agile Attribution platform doesn’t just deliver marketing performance insights; it sets a new standard for excellence in the industry, and our clients are absolutely thrilled with it,” Charlie Hinton, Vice President, Analytics Consulting at Ipsos MMA, remarked. “Agile isn’t just a tool; it’s a transformative force, especially for businesses dealing with complex marketing mixes,” she added. It has the potential to transform clients’ go-to-market strategies by optimising investments across a wide range of crucial areas such as various lines of business, pricing and promotions, and media investments. Agile’s power is truly unequalled.”
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