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.
How Retailers Measure Catalog Marketing Effectiveness
How Retailers Measure Catalog Marketing Effectiveness By Dr. Ramla Jarrar, Edited by Aziz Ben Hadj YahiaI’ve had this conversation with retailers more times than I can count: Do catalogs still work? It’s a fair question. Printing and distributing them is expensive - glossy pages, full-color spreads, and the logistics of getting ...
MASS Analytics and DAIVID Partner to Enhance Marketing Mix Modelling with AI-Powered Creative Effectiveness Insights
MASS Analytics and DAIVID Partner to Enhance MMM with AI-Powered Creative Effectiveness Insights Marketers will be able to measure and optimise the effectiveness of their creative at scale using marketing mix modelling (MMM) through a new global partnership between MASS Analytics, a leading provider of MMM solutions, and creative effectiveness ...
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 ...
Learn Marketing Mix Modeling: Data & Resources to Get Started
This guide will provide you with a business understanding of MMM, its use cases, and practical resources to implement it at your company ...
“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 ...
