The company was able to achieve this impressive growth in a difficult environment by maintaining a relentless focus on value creation, and by acquiring top industry talent, including analytic consultants, mathematicians and statisticians to develop breakthrough methodologies and approaches to integrating attitudinal data with predictive analytics. These methodologies were applied to MMA’s leading marketing mix ROI capabilities and new solution launches to produce more accurate short- and long-term planning, forecasting and brand investment capabilities.
MMA also attributed the stellar year to a focus on flawless execution on client projects. The ability to meet and exceed client expectations was a significant contributor to MMA’s double-digit growth across most of its industry sectors, especially in retail, casual dining and durable goods.
“I’m pleased with the progress we made in the past year,” said Pat Cummings, CEO of MMA. “We embarked on a journey in 2011 that focused on providing superior value, products, delivery and talent to our clients. We challenged ourselves to innovate and renovate analytics in order to make them a predictive and positive, disruptive force for our clients across their businesses and in their boardrooms.”
Cummings said MMA’s focus on capturing and incorporating “mind of the consumer” attitudinal data into its analytics provided an unparalleled level of recency, relevance, accuracy and predictability for clients.
“Analytics are a powerful ally for corporate executives,”
Most recently, MMA applied its breakthrough analytic innovations to pricing and global brand portfolio management to launch a new Strategic Pricing and Global Brand Portfolio Optimization set of solutions with major clients.
In 2011, MMA was again named as a “leader” in the marketing mix and ROI category by Forrester Research, Inc., which reviewed 50 firms ranging from technology to analytic consulting providers during its research process. “We are very proud of the fact that MMA is again viewed as an innovator, leader and provider of measurable consultative value,” said Doug Brooks, EVP of MMA. “At MMA it is all about value creation for our clients. Our ability to help them secure advantages in the marketplace that translate into incremental profits is paramount to our business model. For us to be successful, we have to help clients win on a consistent basis.”
One of MMA’s other success factors in 2011 was its rigorous commitment to ensuring delivery execution.
“Through our Global Center of Excellence and our operations in the United States, we have expanded our innovation, development and delivery capabilities by approximately 40% in anticipation of current and future growth,” said Cummings. “We have hired top talent both locally and abroad. We expect to aggressively do so for the foreseeable future.”
MMA is a unit of leading global custom market research company Ipsos. MMA provides leading analytics services for companies in consumer products, retail, restaurants, pharmaceuticals, durable goods, financial services, automotive, telecommunications and media & entertainment. For more information on MMA, please visit http://www.mma.com/
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MMA enables its clients to achieve measurable incremental value and marketplace advantage by consistently delivering on our promise and commitment: innovative analytics and products, flawless delivery and results-oriented, transformation-