Marketing Management Analytics Introduces Avista Marketing Effectiveness Consulting Practice

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New Service Will Advise, Guide and Drive Companies Toward Improved Profitability and Marketing ROI

Marketing Management Analytics, Inc. (MMA), the pioneer and leader in advanced marketing analytics, today introduced Avista Marketing Effectiveness Consulting (Avista Consulting), a new practice designed to help companies integrate analytics into the marketing organization to realize the greatest return on their marketing investment.

Avista Consulting will help companies transform their marketing organization to increase profitability and ROI through the integration of marketing analytics. Its practice will encompass the entire marketing process -- from backward looking measurement to decision driving management. It directly builds on MMA’s 16 years of experience helping Fortune 500 companies incorporate data, analytics and tools into their marketing processes. Clients will have access to MMA’s 16 years of historical, proprietary benchmarking data, the only known source of its kind that quantifies the impact of different types of marketing and advertising by industry type.

The new service will target Fortune 500 companies wanting to move to a more analytical marketing approach. Impetus for the practice comes from MMA’s Advisory Council, which is comprised of 15 Fortune 500 companies.

“CFOs are demanding that marketing justify its investments on the same standards of payback as other corporate initiatives,” said Ed See, MMA EVP and chief operating officer. “That means companies need to move from measurement to management of ROI,” said See. “It’s no longer enough just to measure ROI but marketers also must understand what is behind the numbers and what actions to take to improve marketing effectiveness and accountability.”

Mr. See will lead the new practice. He formerly was a partner at both Andersen Business Consulting and BearingPoint, where he led strategy and transformation practices at each company.

“We have added some of the best and brightest business and marketing consultants to MMA’s core analytics team, taking our advisory services to a whole new level” said John Nardone, MMA EVP and chief client officer. MMA over the last year has added 12 people from such companies as Andersen Business Consulting, IBM, BearingPoint and Modem Media to be part of its consulting practice.

Avista Marketing Effectiveness Consulting will provide companies with a number of critical services, including:

-Marketing Effectiveness Assessment – People, processes, metrics, technology and data within a marketing department are analyzed to identify weaknesses and opportunities. Avista Consulting uses diagnostic tools and a Socratic approach to understand the problem. The assessment also includes a benchmarking tool, MMA’s proprietary Marketing Analytics Capability Maturity Model, which grades the marketing organization and identifies areas for improvement.

-Strategy, Roadmap Development – Avista Consulting provides a roadmap of the new organization, defining its structure, its technology, its processes, the role of individuals within it, and the skill sets necessary for success.

-Marketing Analytics Framework and Metrics Development - Avista Consulting helps companies define meaningful marketing metrics for their business, align marketing measures with business objectives and build a continuous marketing system to measure, diagnose and respond to marketing demands on a real-time basis.

-Technology selection - Avista Consulting helps clients determine the best marketing technologies for the organization and the most suitable technology vendors to acquire them.

-Business case development – Avista Consulting helps clients make the case internally for the financial benefits of the transformed marketing operation and planning process.

About Marketing Management Analytics (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 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 Marketing Effectiveness Consulting Practice and other MMA services, visit http://www.mma.com.

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Wendy Marx
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