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.

Marketing Mix Modeling 101

If you’ve heard the term Marketing Mix Modeling thrown around a lot lately and you still don’t quite get it, dig no further as this article is all you need for a good introduction to MMM.

But before we dive into the slightly technical side of this article, let’s just imagine you’re baking a cake. And your aim is to identify the ingredients -and how much you need of each one- to make the most delicious cake.

How is the Marketing Function Changing in the Digital Era

Learn about the transformation of the marketing function in the digital era from industry experts at The African Digital Summit. Discover key takeaways on respecting user privacy, building a shared perspective on data integration, and the future of marketing.

Regression Analysis for Marketing Mix Modeling

Learn about regression analysis in this comprehensive guide. Explore the concepts of simple and multiple regression, and how to apply them to your data. Enhance your statistical skills for Marketing Mix Modeling today.

Cookies are Crumbling: What is the Future of MMM?

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.