MMA Grows 123% since 2011 Reporting Record Revenues for the Third Consecutive Year - Revenues Increase 25% in 2013

NORWALK, Conn., April 9, 2014 /PRNewswire/ -- Marketing Management Analytics, (MMA), a leader for the past 25 years in helping companies plan, execute, forecast and optimize their brand portfolios, drive more effective marketing and media programming, optimize operational imperatives, and support improved pricing and product innovation investments, today announced its third straight year of record expansion, growing 25% in 2013 while more than doubling revenues and headcount since 2011.

Analytics are becoming a core driver of competitive advantage for companies as richer sets of data, powerful data management infrastructure, advanced statistical modeling techniques, and technology enabled analytic business solutions are making it possible for executives to make better decisions in an expedited and more holistic manner. These areas combined with transformation-minded assimilation initiatives are paving the way for executives to better understand the mix of business factors that work together to provide more transparent measurement processes and improved decision-making across business silos in order to drive growth and profits. Moreover, the speed with which results can be produced has improved dramatically in the past few years. "In the past, companies would conduct marketing mix or pricing analysis with the primary focus being on the media and promotion elements," said Patrick Cummings, CEO of MMA. "Today we see executives looking at the business more broadly with a clearer recognition that the relationship between marketing, pricing and operational factors combined with marketplace and competitive dynamics has gotten more complex and intertwined."

"Clearly there has been a dramatic shift toward utilizing significantly more and richer data sources in conjunction with predictive analytics to support forward looking organizational needs," said Cummings. "The trend of utilizing 'bigger, smarter data' is only going to escalate. Not that long ago analytics and related measurement analyses were regularly conducted utilizing gigabytes of data. Today we regularly collect and utilize dozens of terabytes of data on projects in order to produce insights geared directly toward identifying and targeting high-value consumer segments in specific, executable geographies. By working collaboratively with our clients to identify their challenges as well as helping them with the transformational aspects of collecting the data and implementing the results, we are able to identify the right data, i.e., 'big smart data' -- and use it to feed client business needs to create growth and measurable value."

With data management systems' ability to collect and process increasingly larger sets of data the "white space" that statistical models need to fill is diminishing. At the same time analytic modeling engines are able to more quickly process data to produce forward looking insights. "Innovations in both data systems and predictive modeling are enabling companies to quickly benefit from accurate, forward looking guidance like never before. We continue to see strong demand in 2014 for these types of solutions," said Cummings.

"CMOs and CFOs across every industry are struggling with investment decisions because in many cases, their strategies and plans have significantly outpaced their predictive analytic, optimization and data management capabilities," said Doug Brooks, EVP of Account Management at MMA. "MMA's unique approach to integrating marketing mix models, or as we often now call them, business mix models, with granular attribution analytics at the individual consumer segment level, has enabled us to provide the transformational insights and change management required to deliver value in the form of revenue growth, shareholder value and profitability on a global scale for our clients."

About MMA

MMA is a unit of leading global custom market research company Ipsos. MMA provides leading predictive analytics services for companies in consumer products, retail, restaurants, pharmaceuticals, durable goods, financial services, automotive, telecommunications and media & entertainment. For more information contact MMA.

SOURCE Marketing Management Analytics

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