MMA opened its doors in 1989 as Media Marketing Assessment and quickly rose to become an industry leader in the area of Marketing Mix and Media ROI. MMA became renown for developing cutting-edge methods for measuring the impact of advertising and other marketing mix components on sales. MMAs leading analytic methodologies and approaches took a holistic view into both the short and long term effects of advertising enabling global teams to manage their media campaigns better and work more synergistically with their media agencies. MMA has successfully completed brand and business building analyses in almost every industry sector, on over 1,000 brands in almost 25 countries developing a comprehensive and rich set of industry performance benchmarks for high-performance marketing.
With MMA’s successful launch into marketing measurement analytics the company expanded its offerings to include synergistic pricing, forecasting and assortment products. As a result of the many disparate data sources MMA collected across multiple industries MMA developed rich and progress marketing data management capabilities enabling the company to seamlessly work with clients to support a variety of solutions on a common data platform.
In 2001 MMA joined the Aegis Group, an endeavor that complimented MMAs already market leading marketing ROI practice with a rich set of media and campaign synergies.
Building on its continuous marketing planning toolset, MMA launched the industry’s largest investment in on-demand marketing services. The offering, Avista by MMA, was launched in 2005. The success with Avista enabled MMA to make additional advances in automated modeling that supported the broader portfolio.
In 2008 MMA became a part of Synovate, linking MMAs rich analytic heritage with an abundance of consumer market research.
In 2010 Synovate formed Synovate Management Analytics, a company designed specifically to solve the challenges related to the integration of traditional and emerging analytics with “mind of the consumer” attitudinal and behavioral data to drive more better product development and improved planning and forecasting accuracies.
In 2011 Synovate moved to formally align and integrate the analytics of MMA and SMA to create a new and powerful brand of analytics that combined the ‘recency’ and relevance of consumer market research data of SMA and the powerful predictive capabilities of analytics that existed in MMA. In August of 2011 SMA and MMA were integrated into a single company under the MMA banner. The integrated company is capable of providing its clients with a holistic set of planning, forecasting and product development solutions on a global scale.
The new MMA strives to help clients achieve optimal global investment allocation decisions across countries, categories and brands; drive more effective and efficient marketing and price/promotion strategies; improve product and brand life cycle performance and generate more accurate forecasts. MMA works with clients to develop fact-driven strategies and tactics, comprehensive brand plans, on-demand marketing effectiveness, and comprehensive analysis of brand plan execution results.
MMA's client relationships result in increased sales growth, improved profitability, and increased efficiency in marketing investments.