When I looked at the authors' list of what is typically not considered in most marketing mix models, these were the big misses that stood out: The model does not consider customer behavior but is ...

Fragmented data and failing attribution models? Here’s how to flip the script with smarter, privacy-first measurement. The ...

Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand which strategies drive results. This article tackles the key differences between each ...

Your CFO sees marketing as a cost, not an investment. You’re under pressure to prove value, and the data you have isn’t ...

Marketing Mix Modeling (MMM), a decades-old technique, has re-emerged as a popular approach to estimating incrementality and quantifying the effectiveness of various channels due its holistic nature, ...

Media mix modeling is coming back in fashion. Google’s Meridian is the latest entrant in the MMM space, which is being embraced by large ad platforms and startups alike. Plus: Differentiating between ...

Incrementality measurement is designed to understand the full contribution of a specific marketing effort, be that a specific ...

Vidmob, a provider of creative data solutions, and Objective Platform, a specialist in holistic marketing measurement, have ...

The South Australian Tourism Commission (SATC) is seeking a supplier to establish a Marketing Mix Model (MMM), AdNews can ...

In response to the shifting dynamics of China's luxury beauty market, characterized by a downturn in sales for major brands amid economic headwinds, Ekimetrics implemented an advanced Marketing Mix ...

This article Meridian, Google's open-source Marketing Mix Model, is now available to everyone was originally published in GMA Entertainment.