Alyssa Pettet

Class of 2025-2026

College of the Holy Cross, 2025
Mathematics

Capstone Project Abstract:

Ipsos Marketing Management Analytics (MMA), a global leader in marketing analytics and consulting for over 30 years, specializes in unified marketing measurement– an approach that integrates data across various marketing channels to deliver a comprehensive view of marketing performance. Ipsos MMA empowers Fortune 500 companies to drive incremental revenue and profit growth through real-time analytics, strategic insights, and campaign optimization. Their flagship product, Activate, is a Software-as-a-Service platform that enables cross-functional business teams to apply sophisticated analytical models through intuitive, web-based tools.

The capstone project, Healthcare Marketing Attribution Measurement and Optimization, focuses on enhancing Ipsos MMA’s real-time marketing analytics solution in the pharmaceutical sector to align with Ipsos MMA’s NextGen strategy. Key deliverables include: conducting 50+ stakeholder interviews with clients, media agencies, and publishers; developing a business case assessment of product requirements across data, measurement, and reporting; evaluating the existing technologies to identify functional gaps and market differentiators; and creating a prototype of the enhanced platform.

Why did you choose ESTEEM?

I chose ESTEEM to explore the intersection between engineering, science, technology, and business. With a background in STEM, I am eager to leverage my analytical, critical thinking and problem solving skills in a business context, learning how to apply them in ways that drive innovation and real-world impact. ESTEEM offers a unique opportunity to pair classroom learning with hands-on application through the capstone project, allowing me to immediately implement what I learn in a meaningful and practical setting.

What do you hope to do after ESTEEM?

After ESTEEM, I hope to pursue a career in the life sciences or healthcare industry, using data-driven innovation to improve patient outcomes. I want to translate the business and technical skills I gain into meaningful contributions that advance the healthcare industry. Making a tangible difference in people’s lives through impactful work is deeply important to me, and I aspire to leave a positive and lasting impact on the world.

What do you like to do in your free time?

In my free time, I love spending time with friends, playing soccer, doing CrossFit, skiing, baking, cooking, and traveling– I have been fortunate to visit 15 countries so far. I am also a huge dog person!