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 ...

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 ...

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

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 ...

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.

The ability to accurately measure the incremental impact of all marketing and non-marketing activities is crucial for informed decision making. Marketing Mix Modeling (MMM), a decades-old technique, ...

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