MAM
Yahoo!, MMA to offer measurement service for US marketers
MUMBAI: Internet firm Yahoo! and Marketing Management Analytics (MMA) have announced a new service that will help US marketers improve their return on overall marketing investments by evaluating the offline sales impact of their online marketing programmes.
This move builds on Yahoo!’s commitment to enhancing the accountability of online marketing ROI, and will help marketers deploy a best practice solution for budget allocations across all media. 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.
The two parties say that this new model provides a focussed assessment of online programmes on Yahoo!, measured next to programs on other media, and gives insights and recommendations to marketers on both online and offline marketing spend. Marketers can choose to provide MMA with data from other online sites, including direct marketing campaigns and Web site data, to get a broader view of their total marketing programmes.
Yahoo! chief sales officer Wenda Harris Millard said, “Marketers need to be able to measure and make decisions about online and offline marketing campaigns with a holistic view. Providing this new service with MMA is a key step in Yahoo!’s continued commitment to providing marketers with leading tools to enhance and optimise their marketing spend.”
MMA Chief Client Officer John Nardone said, “In many ways, online marketing can be more accountable than many offline marketing tactics, but there is still a real need to understand the total sales impact of online and offline programs on a common ROI basis so that optimal budget allocations can be made. Clients are shifting more and more of their total spend online, and need to move beyond measurement of clicks and page views to understand what is really working to drive sales.”
MMA claims to have pioneered the use of marketing mix modeling to help companies plan, measure, validate, and optimise their marketing performance. Since that time, MMA has conducted more than 1000 studies on hundreds of brands and businesses in more than 20 countries.
Brands
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
