8 | Acquisition International, Issue 8 2024 Global MMK: Best Sports & Entertainment Media Analytics & Consulting Firm 2024 he Evolution of Global MMK Founded in 2005 in Germany, Global MMK has evolved from a modest startup into a global leader in media monitoring and analysis. Over the past 18 years, the company has expanded its reach, serving major sports leagues and rights holders worldwide. From major football leagues within Europe to significant leagues and brands across North America, Asia, Oceania, and Africa, the company’s footprint across the field of media analytics is truly global. Core Values and Vision At the core of Global MMK’s success are values such as speed, accuracy, and innovation, with excellent customer service at the heart of everything the team does. Marc Rapparlié, the visionary president and founder of Global MMK, articulates this well: “As a German company, these are some of the values we strongly believe in. In addition, as our workforce is located around the world, we can use our rich diversity of backgrounds to enable the best solution for our clients.” The company seamlessly blends advanced technology with human expertise, ensuring clients receive insights that are both accurate and actionable. Global MMK’s commitment to innovation is clear in its continuous development of unique, in-house tools tailored to the evolving needs of its clients. These tools offer a comprehensive 360-degree view of audience metrics across all media types and screens, adapting to the constantly changing media landscape. Additionally, Global MMK’s groundbreaking world2capture system monitors over 5,000 media channels, encompassing TV, OTT, and VOD. Key Milestones and Achievements Global MMK’s journey is marked by several significant milestones. Collaborations with major football clients have significantly enhanced the company’s profile, demonstrating its ability to deliver substantial value to top-tier sports entities. The pandemic posed a unique challenge globally, but Global MMK, saw this challenge as an opportunity to redefine its structure and accelerate growth. The development of real-time visibility analytics for sponsors exemplifies how the company has adapted to changing market conditions and client needs. This innovative solution allows sponsors to monitor their visibility in real-time, providing crucial insights for optimising marketing strategies. A Client-Centric Approach What distinguishes Global MMK from its competitors is its unwavering focus on the customer. Rapparlié emphasizes, “The most important thing for us is that the customer enjoys working and being in contact with us and our solutions.” As a family-owned and independent business, Global MMK offers a level of flexibility and responsiveness that is rare in the industry. Clients have direct access to all areas of expertise within the company, ensuring their needs are addressed promptly and effectively. It prides itself on working collaboratively on bespoke solutions. This client-centric approach extends to how Global MMK develops its products and solutions. By collaborating closely with clients and incorporating their feedback, the company ensures its offerings are innovative and highly relevant to market needs. This iterative process of development and refinement allows Global MMK to stay ahead of the curve, delivering solutions that make a real difference. Embracing the Future As the sports and entertainment industry continues to evolve, Global MMK is well-positioned to lead the way. The company’s vision for the future is to become the “Google” of media analysis in the sports business world. This ambitious goal reflects Global MMK’s commitment to combining advanced technology with high-quality human analysis. One key focus area for Global MMK is automation. The company leverages cutting-edge technologies to streamline processes and deliver insights faster and more efficiently. This includes developing sustainable solutions requiring less computing power, a crucial consideration in today’s energy-conscious world. Global MMK fully recognises however that automation must always work alongside human expertise, and never as a replacement for it. Innovation in Action Global MMK’s dedication to innovation is evident in its latest offerings. The company’s 360-degree audience approach, known as total video audience, is a groundbreaking solution that combines metrics from different screens and usages to provide a holistic view of audience engagement. This comprehensive approach has garnered significant interest from clients, including the Bundesliga and MLB, and has the potential to become a market standard. In addition to audience measurement solutions, Global MMK has developed advanced tools for real-time sponsor visibility analysis. These tools enable sponsors to track their visibility during live events, providing valuable insights to optimise marketing efforts. The ability to perform these analyses in real-time is a gamechanger, offering sponsors a level of insight and responsiveness previously unattainable. Global Presence and Local Expertise One of Global MMK’s unique strengths is its ability to operate on a global scale while maintaining a strong local presence. The company has a In the ever-evolving landscape of sports and entertainment, Global MMK has emerged as a standout, earning the title of Best Sports & Entertainment Media Analytics & Consulting Firm 2024. This recognition underscores its pioneering spirit and unwavering dedication to delivering exceptional services to clients. T
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