Marketing Management Analytics Named Marketing Mix Modeling Leader in Report by Independent Researc

Sept. 23, 2011 - PRLog -- Wilton, Conn., Sept. 23, 2011– Marketing Management Analytics (MMA), a leader in helping companies plan, execute, forecast and optimize their brand portfolios, marketing, pricing and product innovation investments, today announced it was named as a leader in the marketing mix modeling category by Forrester Research Inc., which reviewed 50 firms ranging from pure-play technology firms to consulting providers during its research process.

In its September 2011 report, “The Forrester Wave™: Marketing Mix Modeling, Q3 2011,” MMA was recognized as “a strong option with its granular attribution tool and flexible software.” Some of the key selection criteria included the size of its client base, the company’s aggressive growth and its ability to support large marketing organizations. MMA was also referred to as the pioneer in leveraging marketing mix modeling for realizing a return on investment (ROI), dating back to its work in the early 1990s.

MMA was cited by Forrester for its ability to help marketers “aggregate data, understand past effectiveness, and project future outcomes,” for its “strong emphasis on collaboration,” and for its ability to help marketers “build accurate models that can justify marketing budgets and effect transformational change within organizations.”

“MMA’s advanced analytics platform integrates marketing mix with the latest digital media data, consumer attitudinal data and segmentation data to provide the strategic insights required to address the latest business questions while informing business and media planning processes,” said Doug Brooks, Executive Vice President of MMA.  “In a climate as tumultuous as that of today, executives urgently need more holistic, faster and more predictive ways of channeling investments to nurture, grow and develop their brands. The integration of these insights is leading to transformational thinking and improved adoption of analytics that is driving real and measureable value for our clients across every industry.”

The ability to harness marketing mix modeling effectively, in order to deliver ROI and budget accountability, has become a critical business process for today’s marketers. For this reason, MMA’s strength in connecting predictive analytics and econometric data with near real-time attitudinal and behavioral insights to drive brand and product innovation has become all the more important for major corporations worldwide.

“Marketers today are faced with a number of daunting challenges, including how to make sense of massive amounts of consumer data from multiple sources, and how to tightly integrate messaging across a growing array of online and offline channels, all while justifying their investments to management in a very difficult economic climate,” said Pat Cummings, CEO of MMA. “We’re extremely proud of the fact that Forrester has recognized us as a leader in this important area, as we continue to help our clients not only meet these challenges but use the actionable insights they gain from MMA’s work with them to drive growth initiatives.”

To learn more about the Forrester report, please visit http://www.forrester.com/rb/Research/wave&trade%3B_market...

About MMA
MMA is a unit of the top four global custom market research company Synovate. For more information on MMA, please visit http://www.mma.com/about_mma.html.

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MMA pioneered the use of marketing mix modeling to help companies plan, measure, validate, and optimize their marketing performance.