Pepsi Selects MMA for Marketing ROI Analysis and Avista by MMA


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Wilton, Conn., December 11, 2006 — Marketing Management Analytics, Inc. (MMA), the pioneer and innovator in advanced marketing analytics, today announced that Pepsi-Cola North America has selected Avista by MMA Decision Support Services (Avista DSS) to help maximize the return on its marketing investments.

MMA,, is an independent operating unit of Carat, one of the world€™s leading media services companies.

€We are especially pleased to add Pepsi to a growing list of companies wanting to improve their marketing ROI,€ said Randolph Stone, CEO of MMA. €Marketers recognize that they need to optimize their marketing effectiveness. With Avista DSS, they have the system to integrate advanced analytics into their planning process to improve the bottom line.€

Launched in July 2005, Avista DSS was the first fully-integrated managed service to provide marketers with the ability to manage marketing ROI on a continuous basis. Its on-demand analytic tools support scenario planning, optimization, forecasting, portfolio allocation, continuous tracking and diagnosis of marketing performance to help companies generate the maximum return from their marketing investment.

Fortune 500 companies in apparel, financial services, retail, consumer packaged goods, travel and pharmaceutical sectors are benefiting from the fully-integrated decision support service to maximize the return on investment (ROI) of their marketing and media investments.

Avista DSS has been selected as part of Forrester Research€™s Marketing Technology Framework (a best of class technology) and as one of Gartner, Inc.€™s Cool Technologies for 2006.

Avista DSS is delivered as a web-based managed service that includes: on-demand analytic tools, continuously updated and integrated data, and econometric marketing mix models that are built and maintained throughout the year. Benefits to clients include the ability to maximize the return on marketing investment, deliver highly accurate forecasts, respond quickly to market changes and improve the alignment among marketing, sales and finance.

There are no unique technical requirements. Users simply access the service through a standard web browser.

About Pepsi

Purchase, N.Y.-based Pepsi-Cola North America ( is the refreshment beverage unit of PepsiCo, Inc., in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi ONE, Wild Cherry Pepsi, Pepsi Twist, Pepsi Vanilla, Mountain Dew, Diet Mountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire, Sierra Mist, Sierra Mist Free, Mug, Tropicana Twister Soda, Aquafina, Aquafina FlavorSplash, Aquafina Sparkling, Quaker Milk Chillers, Dole single-serve juices, Tropicana Juice Drinks and SoBe. The company also makes and markets North America’s best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.

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 1,000 studies on hundreds of brands and businesses in more than 20 countries. With Yahoo!, MMA has a strategic alliance to help Yahoo! advertisers evaluate the offline sales impact of their online marketing. 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

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15 River Road
Wilton, CT 06897
Tel: 203-834-3300

Wendy Marx, Marx Communications (203-445-2850 or [email protected])
Tom Mariam, Marx Communications (914-939-4294 or [email protected])

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