Wall Street Journal
Advertising: Yahoo to Track Impact of Internet Ads
By Aaron O. Patrick – December 2005
Yahoo! and MMA announce a new service that will help marketers improve their return on overall marketing investments by evaluating the offline sales impact of their online marketing programs. Yahoo! and MMA’s marketing ROI assessment model builds on an existing MMA model to include data from Yahoo! showing users’ exposure to online graphical and search advertising. Yahoo's deal with MMA highlights the Internet's emergence as a major advertising medium.
http://online.wsj.com/public/us

CMO
Future Perfect –Toy’s R Us Uses Marketing Mix Modeling to Fine Tune Media Plans
By Christopher Caggiano
This article discusses how Marketing Mix Modeling has become the standard in marketing ROI measurement by impressing companies with its ability to utilize historical data to produce reliable forecasts. The article also features insights from Amy Parker (SVP Marketing at Toys R Us) on the effectiveness of developing measurement systems and her experiences while working with MMA.
http://www.cmomagazine.com/read/090105/marketing_mix.html

Jack Myers - R-O-I Issues Driving Media Shifts & Concerns >>

New York Times
How Effective Is This Ad, In Real Numbers? Beats Me
By Stuart Elliot
Highlights the industry buzz and resulting insights surrounding the 2005 Marketing Accountability study conducted by Marketing Management Analytics (MMA), the Association of National Advertising (ANA), and Forrester.
www.nytimes.com

MediaPost - Sneak Peak: Half of Marketers are Unhappy with ROI >>

Jaffe Juice - ROy-Vey! >>

MediaBuyerPlanner - Accurate ROI Eludes Marketers >>

Avista by MMA included in Forrester Research's Marketing Technology Backbone by Elana Anderson >>

Advertising Age
Marketing Mix Modelers Shoot for Real-Time as Some Users Tap Breaks
By Jack Neff
This article focuses on the tactics marketing analytics firms are innovating to improve modeling effectiveness and provide more accessible data. The author discusses the growing importance for businesses to have the capabilities to evaluate ROI and initiate the process of moving towards accountability.
www.adage.com