WILTON, Conn., May 22, 2013 /PRNewswire/ -- Marketing Management Analytics (MMA), a leader in helping companies apply predictive analytics to plan, execute, forecast and optimize their brand portfolios, marketing, pricing and product innovation investments, today announced it was named as a leader for the second time in the marketing mix modeling category by Forrester Research Inc., which reviewed 9 marketing mix modeling firms across 63 evaluation points, spanning data management, predictive modeling, technology/software and services.
In its May 2013 report, "The Forrester Wave™: Marketing Mix Modeling, Q2 2013," Forrester applied a comprehensive process including customer conference calls, client surveys, product demonstrations, vendor surveys and meetings to ascertain the strengths and weaknesses of each vendor. MMA was recognized as "a leader" by Forrester citing MMA's "highly consultative approach to marketing mix modeling, with a strong emphasis on change management." For its solution in marketing mix modeling MMA recorded among the highest marks across all vendors in the study for its services, data management, methodology, analysis, corporate strategy and strength of management team.
MMA was also cited by Forrester for its industry leading data management capabilities and marketing optimization software (Avista). "On the data processing front, [MMA's] DaVinci platform reduces the time of data integration and processing, allowing for quick integration into the Avista [simulation and optimization] Mix Software Tool. The Avista and MarketView platforms allow marketers to uncover channel trends and optimize on specific goals. MMA's highly consultative approach has a strong focus on serving C-level executives, as illustrated when a marketer told us [Forrester]: "Clearly, they are a strategic partner. They provide insights, working with us on an ongoing basis. They answer tough questions, even outside project parameters."
"We are pleased to once again be recognized as a leader by Forrester," said Pat Cummings, CEO of Marketing Management Analytics. "As more and richer sources of consumer, market, operational and media/marketing data streams are available we are incorporating them into our predictive analytic solutions in order to answer questions being raised by executives across the organizations with whom we work. By starting with the problems that keep our clients up at night and shaping our analytics to solve those problems wherever possible, we are able to provide deep and granular reads into both historical and future media performance and how it can be leveraged to drive improved revenues and profits," said Cummings.
"Marketing mix modeling has evolved dramatically in the past 5 years," said Doug Brooks, EVP of Marketing Management Analytics. "Not only have more robust data management solutions enabled us to incorporate richer and more holistic data sources such as loyalty, digital and social media, but new and integrated approaches that incorporate attitudinal data and the consumer pathway are transforming the predictability and actionability of marketing analytics. We are now able to work with clients to identify and target their most valuable customers with the most effective mix of both short and long term media putting a premium on brand building and the equity and sustainable profitability that provides," said Brooks.
To sign up for a copy of The Forrester Wave™: Marketing Mix Modeling, Q2 2013 please click here http://www.mma.com/forrester-wave-report-2013.html
MMA is a leading global analytics company that provides Fortune 500 organizations with forward looking, predictive solutions that drive continuous, repeatable and incremental value. The company was founded in 1989, pioneering the commercialization of marketing mix modeling, and through their innovative analytic methodologies and approaches, management of "big marketing data", predictive software and high-value consulting has helped companies generate billions of dollars in incremental returns. MMA is headquartered in Wilton, CT and is a part of leading global custom market research company Ipsos, who has major offices in over 80 locations worldwide. For more information please visit: http://www.mma.com
Contact: Lisa Foster, Marketing Management Analytics (MMA), Lisa.Foster@ipsos.com, 203-834-3300
SOURCE Marketing Management Analytics