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 ...

This article is by David Hoo and Michael von Gonten, principal consultants at research firm Effective Marketing Management. Achieving profitable growth is perhaps a CMO’s greatest accountability, and ...

Marketing mix modeling, which uses data analysis to measure and optimize the right mix of marketing tactics, is being propelled by the growth in channels, devices and analytics. A new report from ...

Google's open-source Meridian helps marketers build better models, understand lift by channel and finally bring sanity to their measurement strategies. Necessity is often called the mother of ...

On the glamour scale, statistical modeling attribution falls somewhere between flossing and pulling weeds. But for the team building a marketing mix model to guide the process of creating and managing ...

There have been several reasons for the sharp growth in MMM. Most obviously, privacy regulations and platform changes have made individual‑level tracking much harder, eroding the reliability of ...

Few technologies have merged into the everyday lives of people around the world as rapidly as artificial intelligence (AI) has in the past few years. It’s like we all just woke up one morning to find ...

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 ...

Fifty years ago, optimizing the media mix was relatively easy. Companies could select from a mix of national and local magazines, newspapers, broadcast television networks, radio and large industry ...