Given the size of modern marketing spending, managers are demanding increased accountability and effectiveness. However, without measurement, optimization, and benchmarking efficiency, it is difficult for marketing organizations to know how best to allocate spending (or to justify spending at all). Sadly, the axiom of pioneering retailer John Wanamaker is as true today for marketing organization as it was when he said it almost 100 years ago; “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”

MMA helps marketers improve business performance through marketing science.
By providing the insight to quantify key volume drivers we help marketers deliver sales forecasts with confidence, and improve the impact of their working dollars. With MMA as their marketing mix analysis partner, marketers can optimally allocate marketing investments to achieve the highest return on investments.

Turn Insights Into Action
MMA’s marketing mix analysis helps marketers:

• Optimally allocate marketing investments across a range of tactics.
  
  
• Quantify the impact of key volume drivers including price,competition, weather, trade support and marketing.
  
  
• Forecast results with confidence.
  
  
• Leverage synergies between different products and brands by capturing any “halo” effects investing in one brand may have on another.
  
  
• Determine ROI of marketing activities.
  
  
• Diagnose changes in business performance and sales volume.

Get Smarter About Your Marketing
By using MMA’s marketing mix models, marketers can look backward to determine the return on investment for marketing tactics, across products or brands. The models can also help diagnose the reasons for changes in marketing effectiveness over time. Additionally, MMA’s marketing mix models can be used to look forward for forecasting, and to create “what if” scenarios for response planning. MMA helps provide the visibility into past, present, and possible marketing decisions to improve business performance.

Why MMA?
MMA pioneered the methodology for quantifying diminishing marginal returns for advertising, and has modeled more than 1,000 brands and products for Fortune 500 companies. We have been the thought-leader, innovator, and trusted marketing sciences advisor to some of the largest global companies for more than 17 years.