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 ...

Former agency executives from Dentsu, Kantar, and Nielsen who now work at a startup focused on marketing mix modeling (MMM) believe they have developed a way to enable small and medium-sized ...

This limitation has fueled a growing interest in marketing mix modeling (MMM). Nearly half of marketing leaders struggle to prove their value and gain recognition for their contributions ...

There are numerous mathematical approaches here. Marketing mix modeling (MMM) is a statistical method to assess all past marketing performance and environmental factors and then forecast ROI from ...

Every dollar you spend is being questioned. Your CFO sees marketing as a cost, not an investment. You’re under pressure to ...

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 ...

André van Loon, Marketing Effectiveness Manager at Moët Hennessy, explores the complex possibilities of market mix models, and shares practical advice on how to focus on optimal business insights.

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

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