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This siloed approach to marketing measurement isn’t just outdated—it’s actively costing brands money. As privacy changes ...

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

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 ...

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, ...