Marketing Mix Modeling In Simple Words
Marketing Mix Modeling is the art & science of using sophisticated statistical analysis to measure the impact of marketing channels on sales.
Why Data Processing in Marketing Mix Modeling projects is Instrumental ?
Why Data Processing in Marketing Mix Modeling is Instrumental Why Data Processing In Marketing Mix Modeling is Instrumental In the previous article, we covered Data Exploration which paved our way to the fifth article in our series. Now that the analyst is familiar...
Behind Each Variable, There’s a Story to Be Told
MASS Analytics’ participation at the MMM Summit @Google highlighted the exponential growth of Marketing Mix Modeling in today’s complex environment. With 12 speakers and 3 sections, experts discussed the importance of granular data, evolving MMM trends, and the need for comprehensive MMMs. They emphasized the importance of honesty and continuity in the brand-agency relationship and the role of data quality in project success. Ultimately, MMM is a partnership between art and science, uncovering the stories behind each variable.
Building Diminishing Return Curves After Modeling is a Mistake
Building Diminishing Return curves (DR) after modeling is a mistake. This article will explain why and how to properly conduct an MMM project.
