Marketing mix models (MMM) are considered a time-tested method for determining media placement effectiveness, but that effectiveness is being called into question as data availability evolves, ...

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 ...

As part of a much broader push into AI-powered data and analytics products aimed at the ad industry, Google today unveiled plans for a new marketing mix modeling platform that will be offered to ...

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 ...

An organizational structure is a pattern of interactions that link a company's employees, tasks and technologies. The mixed model approach to organizational structure is also referred to as a matrix ...

With the death of third-party cookies underway, the pressure is on marketers to adopt new solutions for targeting, tracking and measurement before long-standing tactics become inoperable by the end of ...

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 ...