Brand Equity

Integrating attitudinal (consumer research) data with behavioral (predictive analytics) data to build powerful brands

The focus of many companies is on the more near-term and immediate impact of media, price, promotion and operational investments necessary to achieve short-term growth targets.  However, for most companies the overwhelming bulk of their business lies in their ‘base’ sales.  Driving brand equity is paramount to building a strong base foundation – a strong base is essential to the future of any great brand.  Incremental sales typically only represent a fraction of the size of the base.  Often a point of base growth equates to five or more points of incremental business.  MMA’s solutions enables companies to synergistically optimize the drivers of base and incremental sales resulting in stronger brand health and growth.

The intersect between consumer research such as surveys and brand trackers with predictive analytics such as econometrics and forecasting methods is where you will find this holistic view. While the vision of integrated analytics has been talked about for years, no one has translated this vision into a reality until now. MMA has developed a new approach that integrates consumer research with predictive analytics to deliver game-changing insights that have a lasting impact.

This new approach is providing the following new insights to executives:

• Predicting the impact of changes in consumer attitudes and perceptions on future sales, market share and profits
• Identifying the relationships between consumer attitudes that form a consumer pathway (from awareness to purchase)
• Establishing long-term ROI metrics through visibility into the cumulative impact of marketing
• Determining the strategies and communications required to increase the impact of positive consumer attitudes/perceptions and reduce the impact of negative consumer attitudes/perceptions
• Establishing new leading indicators based on consumer and econometric metrics
• Developing holistic “what-if” business scenarios that account for both the short-term and long-term impact of marketing and operational investments
• Establishing a single integrated marketing investment and targeting strategy for the brand