How to Achieve a Quicker MMM Project Turnaround: 5 Key Areas to Optimize
A new era calls for new Marketing Measurement A faster Marketing Mix Modeling project turnaround emerged as a necessity following the way COVID-19 pandemic has shaken the measurement industry. Accelerated changes in consumer behavior and marketing spending became the...
Log-Linear Modeling and MROI: Benefits and Challenges
Log-linear models are being increasingly adopted by the Marketing Mix Modeling community to better model real-world scenarios and have thus become essential to perform modern MMM.One drawback of the classic additive model is that it implies a constant slope for each...
Can Marketing Mix Modeling Predict Future Sales?
Marketing Mix Modeling (MMM), is primarily concerned with using historical data to explain the incremental contribution of the different sales drivers. This allows, among other things, to calculate the Return on Investments (ROI) of every channel in the marketing mix,...
How to Build a Strong Brand Loyalty During the Pandemic
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Top 5 Marketing Measurements Predictions you Need to Check for 2021
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