MMA Opens Pricing Strategy Practice

Ipsos-owned Marketing Management Analytics (MMA) has opened a new real-time Pricing Strategy practice, integrating predictive analytics with behavioural data and consumer research to help clients make judgments on pricing or react quickly to competitors' pricing actions.

MMA (which was set up by Synovate prior to its takeover by Ipsos) provides analytics technology and consulting to help firms address marketing mix, pricing and sales force effectiveness issues. In August, the division was merged with the group's SMA division.

The new pricing unit combines MMA's consultative expertise, insights into consumer attitudes, predictive analytics and software, to enable clients to answer questions such as what the optimal and promoted price points are and how pricing actions impact specific consumer segments.

To support the launch, MMA has also introduced a data management and web-based price planning platform.

Todd Gustafson, EVP of Operations and Analytics, comments: 'MMA is focused on embedding pricing analytics into our clients' business planning processes. Not only do our proprietary methodologies and approaches help companies address more profitable pricing decisions on a continuous, repeatable basis, but they connect the results directly to how consumers are making their purchasing decisions.'

Web site: www.mma.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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