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.
5 Common Mistakes to Avoid in Marketing Mix Modeling
Avoid Common Mistakes in Marketing Mix Modeling. Learn to Evaluate, Improve, and Ensure Consistency in Your MMM Model. Read now! ...
Data Smoothing Methods for Marketing Mix Models
Explore advanced data smoothing techniques in Marketing Mix Modeling with MASS Analytics. Learn how to enhance your marketing insights for better decision-making ...
The Metrics You Need to Know in Marketing Mix Modeling
Dive in this article to know the metrics that you need to know in Marketing Mix Modeling. Get on the right path for your ROI Optimization ...
Data Splitting in Marketing Mix Modeling
Discover Data Splitting in Marketing Mix Modeling. Learn how MassTer's processors refine MMM variables for precise insights ...
Calendar Variables in Marketing Mix Modeling
Discover the Calendar Variables in Marketing Mix Modeling. Learn about dummy, window, interval, trend, and periodic variables' significance for accurate insights ...
How to Predict Business Outcomes with Marketing Mix Modeling
Previously in our series, we explored how optimization works in the context of Marketing Mix Modeling. In this article, learn how to predict business outcomes, like sales’ forecast and media performance, with your MMM model! Your manager developed different media investment scenarios, and they want to know which one is ...
Optimization for Marketing Mix Modeling: What You Need to Know
After creating your Marketing Mix Model, you need to provide the business with actionable insights they can use to optimize the performance of their brands. This is where Optimization comes in, as part of the deployment phase of the MMM workflow. If you’re not confident yet with your model performance, ...
Nested Modeling for Marketing Mix Modeling: Measuring Interaction Between Channels
Previously in the series, we explained the powerful uses of log-linear modeling. In this article, we learn about nested modeling, the advanced technique used to disentangle the impact of interactions between marketing channels. When doing MMMs, you would ideally have each marketing variable influence sales separately: Search activity influences sales ...
Log-Linear Modeling for Marketing Mix Modeling: When Linear Regression Fails
Imagine you’re the CEO of an ice cream company. You have the best-selling ice cream in the nation. Very tasty stuff! One day, you notice your sales numbers dropping. You look at the possible suspects but you’re not seeing an obvious reason for the decrease. You look for a way ...
