“To avoid getting eaten by cheaper technology, high-end measurement consultancies are shifting their strategy…firms like Analytic Partners are framing basic MMM as a commodity. They are moving up the value chain to incorporate pricing strategy, inventory constraints, global supply chain inputs, offline retail negotiations, and macroeconomic forecasting.” Gemini AI

• Above quote is good news for OIS
  • As described in my 9/3 email, OIS’s response function data wants nothing to do with “moving up the value chain” data. That’s all handled in the basic OIS model; a supply chain (i.e., MILP) model of the income statement. All it wants is the best, untainted response function data available.
• Above quote is also good news for pure play MMM vendors
  • They don’t have to move up the value chain to avoid self-serving platforms only to run into much more experienced response function consultancies like ZS.