Marketing mix modeling has proven to be an important practice in driving bottom line performance among leading retail and consumer goods companies. However, the complex technique of using ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alice K. Sylvester, Partner at Sequent ...

So said Sequent Partners’ Jim Spaeth, summing up the third day of the 2022 “Attribution & Analytics Accelerator” conference, co-hosted with the Advertising Research Foundation. “[Marketing-mix ...

Google will now open Meridian, the company’s marketing mix modeling measurement system, which will become available to all marketers and data scientists globally. A certified partner program with more ...

Google has launched a new open-source marketing mix model (MMM) for data scientists and marketers called Meridian. It's meant to help them better understand how their marketing campaigns influence ...

Marketers interested in measuring effectiveness and ROI need to understand whether marketing mix modeling (MMM) can work for them and how to get the most from it. Modeling measurements are often ...

Stressed about your business’s future? Maybe it’s time to look to the past for solutions. History buffs know the past offers valuable insights for navigating the challenges of the present. In today’s ...

Marketing measurement is broken, and everyone knows it. Every week, I talk to marketing leaders who are desperate to quantify the revenue that marketing is incrementally delivering to the business.

Marketing mix models aim to answer the marketer’s billion-dollar question: where should you spend your budget? Yet most organizations build models and still struggle to translate their outputs into ...