MMA Starts Marketing Effectiveness Initiative
Marketing Effectiveness on Demand combines data integration and advanced analytics with consulting and analytic tools.
Clients can assemble integrated marketing databases that bring together data from inside and outside the enterprise and keep the data current. Companies can use this updated information through a set of tools and econometric models that track the return on marketing programs as well as enable ongoing marketing plan simulation, optimization and forecasting.
Sunny Garga, MMA president and chief operating officer, said "clients can expect a minimum of 15 percent improvement in marketing ROI in the first year after adoption, with continued improvement year after year. The program investment will typically pay out in 18 months or less."