MMA Provides Limited Release of First Fully-Integrated Marketing ROI Service

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"Avista by MMA Decision Support Service" helps marketers make profitable decisions throughout the marketing process.

Marketing Management Analytics, Inc. (MMA) today announced the limited release of Avista by MMA Decision Support Service (Avista DSS), the first fully-integrated, enterprise managed service that gives companies the ability to make more profitable and informed marketing decisions throughout the marketing process. The limited release gives a select group of organizations a chance to preview the service and provide feedback prior to its public release in July.

MMA, the pioneer and innovator in advanced marketing analytics, is an independent operating unit of Carat, one of the world's leading media services companies.

The new web-based service – "Avista DSS" - is designed to increase a company's return on marketing investment (ROMI) by at least 15% in the first year of operation by improving decisions throughout the marketing process. Avista DSS is a managed service available by subscription, eliminating the need for any software purchase or installation and the need to manage multiple vendors for data, marketing analytics and technology.

Marketing executives from 15 Fortune 500 companies, who sit on the MMA Advisory Council, identified specific gaps in the marketplace that Avista DSS was created to fill, including: real-time analytics, "What-if" planning, optimization, portfolio management and benchmarking capabilities.

"There is a tremendous need to make marketing more accountable," said Jim Gabriele, Director of Business Strategy and Insights, McNeil Consumer & Specialty Pharmaceuticals. Jim is also a member of the MMA Advisory Council. "The marketing industry requires increasingly sophisticated tools to measure results and the type of analytics and metrics promised by Avista DSS will be an ideal instrument to quantify marketing success."

"What is unique about Avista DSS," said John Nardone, MMA executive vice president of product development and marketing, "is that it gives marketers a completely integrated real-time solution that includes hosting, data integration, analytics, 'what-if' simulation and forecasting all seamlessly tied together in one simple and easy to use package."

Avista DSS takes the guesswork out of marketing spending by providing immediate insights into an organization's marketing effectiveness from the corporate level down to the individual product level and from the countrywide level down to the local market level.

Avista DSS makes marketing accountable by defining a return on marketing investment (ROMI) for each marketing initiative. It lets marketers easily and quickly do the necessary analytics -- "what if" analysis, optimization, forecasting, reporting and ongoing monitoring – to take immediate action to improve the business results.

The "brains behind the system" are an integrated database of real-time company and syndicated data, MMA's proprietary models, and marketing experience based on more than 1,000 studies conducted by MMA on hundreds of brands and businesses in more than 20 countries. Data are refreshed on demand so users have immediate access to the latest information in one central place.

Avista DSS is designed for ease of use. It provides specific functional views for brand managers, senior executives, researchers and financial professionals.

"Avista DSS provides a unique service to corporate America with enterprise-ready tools that help marketers maximize sales or profits," said Ed See, MMA executive vice president of product development and technology. "It was not created in a vacuum but is carefully based on the input of our category-leading clients and our 16 years of experience in marketing analytics."

By using Avista DSS marketers can gain many advantages including:

• Find the best combination of tactics and channels to maximize sales and profit

• Quickly respond to changes in the market by tracking and diagnosing performance

• Manage portfolios of brands to maximize returns

• Capture all marketing history, including performance data, in one location

• Forecast results

• Receive dashboard views of key performance metrics

• Create marketing mix models

• Visualize marketing data through rich reporting

Avista's market launch is scheduled for July 2005. There are no unique technical requirements. Users simply access the application through a standard web browser.

About Marketing Management Analytics, Inc. (MMA)

MMA pioneered the use of marketing mix modeling to help companies plan, measure, validate, and optimize their marketing performance. Since that time, MMA has conducted more than 1000 studies on hundreds of brands and businesses in more than 20 countries. MMA's clients include many of the most recognized marketers in the world. MMA has been a unit of Aegis Group, PLC, London (AGS.L) since 1997. For more information about Avista DSS and other MMA services, visit


Wendy Marx

Marx Communications


Tom Mariam

Marx Communications


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