Marketing Mix Modeling Blogs
This is the collection of blogs that we craft for our visitors who would like to discover the ins and outs of Marketing Mix Modeling.
Whether you’re a beginner or a Marketing Mix Modeling expert, you will find something for you to stay up-to-date with insights and novelties in the Marketing Measurement field.
Optimize your marketing spending for a higher Marketing Return on Investment.
Open Source Vs. Premium MMM Technology
With new MMM providers in the scene, and new technology, MMM users are now dealing with the dilemma of having lots of options to pick from. The most common case we’ve seen recently is the choice between proprietary MMM technology and open-source platforms like Meridian and Robyn ...
Degrees of Freedom: More Confidence in Your Marketing Measurement
If you are running out of degrees of freedom in your marketing mix model, this blog will help understand how to handle it: But first, what exactly are degrees of freedom? ...
How to Measure Brand Correctly in Your Marketing Mix Model
Modeling brand is an essential part of a modern MMM. Afterall, it’s well-documented in marketing literature that brand perceptions influence sales, as research by Professor Koen Pauwels has shown. In addition, brand is an important driver of company valuation in the form of brand equity. We have seen recently how ...
Measuring Creative Effectiveness with Marketing Mix Modeling
CMO: “Okay, you reported on the effectiveness of our channels, but what about the creative? What can you tell us about the performance of our creative?” Almost all of our MMM clients ask us about this at some point during the project ...
Spend, Clicks, or Impressions? Selecting The Right Metric to Model in Marketing Mix Modeling
Spend, Clicks, or Impressions? Selecting The Right Metric to Model in Marketing Mix ModelingWhile modeling, analysts find themselves hesitant whether to use impressions, spend, or clicks metrics to model the impact of their ads.At MASS Analytics, our approach is to look at all the available metrics and use the most ...
Mini Marketing Mix Modeling Guide
A Mini Guide to Marketing Mix ModelingMarketing mix modeling (MMM) is seeing a renaissance. In 2023, 60% of US advertisers reported that they were using MMM, and 58% of those not using it were considering doing so in the future, according to Kantar*. And it’s for good reason. A Deloitte ...
“Why I joined MASS Analytics” Mark Gooding
I am excited to announce I have joined the executive team at MASS Analytics as Chief Growth Officer energising the mission to democratise the use of analytics to prove the value of marketing investments and support better business decisions across the globe ...
Marketing Mix Optimization: The Science-Backed Approach to Get the Most Out of Your Marketing
Marketing Mix Optimization: The Science-Backed Approach to Get the Most Out of Your MarketingIn most companies, marketing budgets are decided on in one of the following ways: As percentage of revenue or profit Incremental adjustments of previous budgets based on performance/goals Basing the amount on how much competitors are spending ...
Marketing Mix Modeling 101 – MMM Simply Explained by MASS Analytics
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 ...
