Ipsos MMA, Inc., has unveiled the expanded launch of its NexGen Unified Marketing Measurement & Predictive Planning Solution, a cutting-edge platform designed to revolutionize marketing measurement. This forward-looking tool empowers businesses to integrate predictive analytics, real-time recalibration, and cross-functional collaboration to drive better financial outcomes.

1. Key Features of NexGen Unified Platform

• Always-On, Real-Time Integration:
  • Enables continuous data activation, validation, and plan recalibration to adapt to market changes.
• Predictive Planning Capabilities:
  • Provides actionable insights to anticipate outcomes and optimize campaigns at enterprise speed.
• Cross-Functional Collaboration:
  • Aligns marketing, sales, and operational teams through a unified data framework.

2. Industry Applications and Testimonials

• Automotive Sector:
  • Jon Francis, Chief Data & Analytics Officer at General Motors, highlighted its ability to measure incremental sales by analyzing diverse business drivers like marketing and incentives.
• Healthcare Sector:
  • Arvind Balasundaram, Executive Director at Regeneron, emphasized its power in unifying granular and disconnected data for actionable insights, enabling holistic optimization of commercial investments.

3. Advancements Backed by Ipsos MMA's Investment

• Enhancements include:
  • Faster Data Ingestion: Accelerates real-time profiling and decision-making.
  • AI-Assisted Data Cataloging: Improves taxonomy classification for precise insights.
  • GenAI/NexGen Insights Mining: Supports advanced campaign planning and near real-time performance tracking.
• Strengthens integration with partner platforms for seamless execution and feedback loops.

4. Leadership Insights

• Patrick Cummings, CEO of Ipsos MMA:
  • Positioned NexGen as a transformational tool to align disparate data and marketing strategies.
  • Highlighted its ability to measure incremental sales and long-term brand equity in dynamic marketplaces.

5. Platform Rollout and Future Developments

• Active since mid-2024, with full rollout and additional capabilities planned through 2025.
• Offers enriched tools for campaign planning, performance tracking, and actionable insights for sustained competitive advantage.

The NexGen Unified Marketing Measurement & Predictive Planning Solution represents a pivotal shift in how businesses approach data-driven marketing. By integrating predictive analytics with real-time recalibration and fostering cross-functional collaboration, Ipsos MMA empowers organizations to optimize their marketing investments dynamically. With its ongoing rollout and enhancements, NexGen is poised to reshape marketing and commercial measurement across industries.