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 ...

In an era where privacy concerns, AI advancements and zero-click trends are reshaping digital marketing, businesses need smarter tools to navigate complexity. Marketing mix modeling is emerging as a ...

Dive into Meridian’s capabilities, limitations and how it compares to Meta's Robyn in the evolving MMM landscape. Meridian, Google’s new open-source Marketing Mix Model (MMM), has entered the rapidly ...

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 ...

Media mix modelling platform Prophet has launched a basic guide to assist marketers in identifying blind spots in their measurement tools. The guide aims to help organizations analyze their marketing ...

Conventional marketing-mix econometric models are inadequate for measuring the true return on marketing investment (ROMI) because they only show incremental or short-term sales effects, and ignore the ...