Ipsos MMA, the globally recognized leader in marketing performance measurement and ROI analytics, unveils powerful enhancements to its market leading innovative Agile Attribution Platform. In response to the imminent deprecation of cookies and the continued data privacy concerns among consumers, Ipsos MMA has introduced Agile Attribution, a unified marketing measurement platform which integrates holistic marketing mix models, with micro-level models using advanced machine learning algorithms, and continuous market validation into a single insights and optimization platform. This strategic development reaffirms Ipsos MMA’s unwavering commitment to continuous innovation, its focus on providing the industry marketing investment decision-making that can be validated through increasing marketing value and its proactive approach to tackle the evolving challenges of data privacy.
Navigating the Changing Landscape
Multi-touch attribution (MTA) had long been an effective tool in marketers’ arsenals, providing insights into customer journeys, campaign and placement level effectiveness, and resource efficiency across attributable media tactics. However, with the diminishing reliability of third-party cookies and escalating concerns surround data privacy, marketers are in search of alternative solutions that achieve the same or better results.
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Ipsos MMA recognized the urgent need for a more adaptable, agile and privacy-conscious approach. The introduction of Agile Attribution three years ago has been adopted and validated by global clients across multiple industries. This latest evolution has positioned Ipsos MMA at the vanguard of innovation, ensuring that clients can continue to access detailed insights into their marketing performance and ROI, as well as driving both short and long-term marketing results in terms of achieving measurable gains in sales and brand equity.
Revolutionizing Marketing Measurement
Ipsos MMA‘s Agile platform, fueled by cutting-edge analytics, empowers its clients to comprehensively assess marketing effectiveness across media channels, publishers, campaigns, creative, audiences and ad formats, both online and offline, without reliance on individual user data. This advanced approach seamlessly synthesizes econometric modeling, data science, AI, and machine learning, enabling monthly, weekly and daily measurement and optimization.
Key Benefits of Ipsos MMA’s Agile Attribution Platform:
- Aggregate-Level & Micro-Level Media Insights: Powered by traditional marketing mix models coupled with micro-level attribution modeling, Agile offers a deeper understanding of how media investments, pricing, promotions, operations and external factors impact sales and customer behavior, leading to improved marketing effectiveness, efficiency and more accurate forecasting results.
- Unparalleled Agility: Clients can benefit from monthly and even weekly/daily model results, allowing for swift adjustments to marketing allocation strategies based on near-real-time insights. The platform dynamically identifies and automates the delivery of the most relevant, tactical simulation, optimization and next-best-action recommendations based on key priorities and KPIs.
SOURCE: PRNewswire