What’s the Difference Between Frequentist and Bayesian Regression in Marketing Mix Modeling?
Discover the Difference between Frequentist and Bayesian Regression in Marketing Mix Modeling. Learn how they impact your marketing strategies
Using Pooled Regression to Model Different Regions in Marketing Mix Modeling
Read this article to know how you can get Insights through Pooled Regression in Marketing Mix Modeling with MASS Analytics.
Keep an Eye on ROI: Return on Investment in Marketing Mix Modeling
Two of the key concepts in Marketing Mix Modeling is the relationship between ROI and Contribution.
Because of diminishing returns, as the contribution increases, and the more the business spends on a channel, the less marginal contribution it will generate. This translates into a decreasing ROI.
Because of this dilemma, the MMM analyst must ensure that they achieve consistent and sustainable contribution while keeping an eye on the level of ROI.
7 Stats to Evaluate Your Marketing Mix Model
In the previous part of this MMM Guide series, we explored one of the corner stones of Marketing Mix Modeling, which is Regression Analysis. In this article we cover some of the ways in which you can ensure the robustness of your model and reliability of your results.
How to Choose the Best Model for Your Marketing Mix Modeling
How to Choose the Best Model for Your Marketing Mix Modeling In the previous article of this series of the MMM Guide, we explored the different ways you can evaluate the quality of your model. In this article we move on to one of the highlights of the MMM workflow,...
The Strategic Benefits of In-Housing Marketing Mix Modeling
Thinking of in-housing your MMM? MMM is integral to companies’ marketing strategies, but many face uncertainty and lack in-house capabilities. Three approaches exist: fully outsourcing, in-housing, or hybrid model. In-housing offers cost-effective measurement capability, independence, scalability, and the ability to respond swiftly to pressing business questions. Sharing data with external parties is challenging, but in-housing can alleviate concerns. The decision depends on business needs and strategy. At MASS Analytics, we empower companies to unlock MMM’s potential through in-housing.
