MMA CREATES IMPROVED PREDICTABILITY FOR BETTER DEMAND AND SUPPLY SIDE PLANNING
Forecasting is a science that is constantly challenged by organizations to produce better results. Too often data, statistical models and approaches deviate and conflict with one another across departments, creating havoc in getting the right amount of product to market. The results are expensive inventory gluts, out-of-stocks and consumer dissatisfaction. To generate a better forecast you must approach the problem holistically, starting with the organizational objectives across departments all the way down to the data platform and statistical approaches that are being applied. MMA possesses a unique blend of data management, modeling and highly skilled analytic and business consultants from leading consulting organizations that seek to address these issues everyday with their partners. MMA’s predictive analytic platforms enable us to create and manage the causal data, models and forecasting processes on an ongoing basis with our clients.
With MMA, clients are able to determine:
- How marketing, pricing and overall business performance drivers are performing.
- How to optimally allocate and reallocate investments across a portfolio of brands/products, tactics and market combinations and what the effects of those moves will be
- Performance and forecast variations through the use of regular reporting
- Opportunities to test investment and econometric changes throughout the year
- The impact of external factors (such as the weather, economy and competition) on business as the market changes
- Volume forecasts based on investments and simulations of external factors
A Flexible, Full-Function Offering
With data integration, model updates and a rich simulation and reporting environment, MMA provides companies with:
- Models — built, maintained, updated, predictive
- Data — continuously managed, updated and integrated
- Tools — on-demand analytic tools support “what-if” scenario planning, optimization, forecasting, portfolio management, tracking and diagnostics
- People, process, consulting — experienced senior leadership who have helped companies transform their planning and forecasting processes to drive incremental value
- Value — a focus on measurable, incremental value
Marketing Mix Modeling helps clients answer the tough business questions:
- How much should we spend on marketing?
- How should we optimally allocate marketing dollars?
- What is the ROI of my marketing?
- What is the impact of non-marketing factors?
- What is the impact of marketing on various consumer segments?
- Are there synergies between marketing vehicles?
- What are the interactions across a portfolio of products (halo and cannibalization)?