Embracing a Contemporary Marketing Mix Modeling Approach Using Pooled Regression

In a world characterized by the increasing availability of data, classic MMM based on national modeling falls short of marketers’ expectations when it comes to the provision of granular insights necessary for data-driven decision-making.

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 ?

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.