In this episode of Global Economic Press, Alex Brady delves into the realm of marketing measurement and analytics, focusing on Ipsos MMA's recent accolade as a leader in the 2025 Gartner Magic Quadrant for Marketing Mix Modeling Solutions. This recognition, achieved for the second consecutive year, underscores Ipsos MMA's prowess in enabling global brands to optimize their marketing and commercial investments. Through its Activate platform and Core Data and Analytics studio, Ipsos MMA offers comprehensive marketing mix modeling that fosters both short-term and long-term revenue and margin growth. The company's solutions empower marketing and finance teams to swiftly measure, optimize, predict, and validate the impact of various factors on brands, sales channels, and business lines, all while balancing key performance indicators such as engagement, traffic, sales, profit, and lifetime value.

Pat Cummings, Chief Executive Officer of Ipsos MMA, emphasizes the importance of reliable marketing measurement capabilities that deliver sustainable financial benefits and drive measurable incremental value. The company's recognition as a leader in the Magic Quadrant validates its approach to unified measurement, which directly contributes to maximizing financial impact. Ipsos MMA's strong client relationships, high customer retention, and long average client tenure reflect its commitment to delivering measurable value through a consultative service model. With operations in over 30 countries, Ipsos MMA's Activate platform provides integrated capabilities for performance measurement, simulation, optimization, value tracking, and closed-loop planning. For more information, visit the company's website at Ipsos MMA.