News & Blogs

Discover the latest Marketing Mix Modeling news, guides, and articles. Be the first to know what is new in Marketing Measurements, with insights on how to better optimize your marketing spending for a higher Marketing Return on Investment.

 

Cookies are Crumbling: What is the Future of MMM?

Cookies are Crumbling: What is the Future of MMM?

IntroductionDifference Between MMM and MTAWhere is MTA Today?The Future of MMM or The Third Alternative Introduction 2020 was, by all means, a challenging year for advertising, as spending fell by 8.8%. However, global advertising spend is forecasted to recover to 5.8% growth in 2021, reaching a total of US$579 billion, ...
Read More
Nested Modeling Article

Embracing a Contemporary Marketing Mix Modeling Approach – Nested Models

Marketing is a dynamic field. Consumers' interactions with brands and responses to marketing activities are constantly evolving through paid, owned, and earned media. Furthermore, the amount of data produced and the number of KPIs associated with marketing and communication are proliferating as time passes. In this constantly evolving and dynamic ...
Read More
Embracing a Contemporary Marketing Mix Modeling Approach: Pooled Regression

Embracing a Contemporary Marketing Mix Modeling Approach: 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 ...
Read More
How to Achieve a Quicker MMM Project Turnaround: 5 Key Areas to Optimize

How to Achieve a Quicker MMM Project Turnaround: 5 Key Areas to Optimize

A new era calls for new Marketing Measurement A faster Marketing Mix Modeling project turnaround emerged as a necessity following the way COVID-19 pandemic has shaken the measurement industry. Accelerated changes in consumer behavior and marketing spending became the new norm to be measured and optimized. According to Alex Owen, ...
Read More
Log-Linear Modeling and MROI: Benefits and Challenges

Log-Linear Modeling and MROI: Benefits and Challenges

Log-linear models are being increasingly adopted by the Marketing Mix Modeling community to better model real-world scenarios and have thus become essential to perform modern MMM.One drawback of the classic additive model is that it implies a constant slope for each additional unit of the predictor. This assumption is accurate ...
Read More
Can Marketing Mix Modeling MMM Predict Future Sales?

Can Marketing Mix Modeling Predict Future Sales?

Marketing Mix Modeling (MMM), is primarily concerned with using historical data to explain the incremental contribution of the different sales drivers. This allows, among other things, to calculate the Return on Investments (ROI) of every channel in the marketing mix, including media, over the historical modeling period. But can MMM ...
Read More
How to Build a Strong Brand Loyalty During the Pandemic

How to Build a Strong Brand Loyalty During the Pandemic

Consumers' willingness to switch brands is on the rise globally as consumer Loyalty feels the effects of COVID-19. Brands are facing threats related to the two foundations of customer loyalty: trust, and confidence. While we all hope this is a temporary situation, anxiety is high, and people feel uncertain. This ...
Read More
Top 5 Marketing Measurements Predictions you Need to Check for 2021

Top 5 Marketing Measurements Predictions you Need to Check for 2021

Marketing Measurements were instrumental elements in the toolbox of marketers in 2020. Frankly, no one could have predicted how chaotic 2020 has been, though we did try to give our own 2020 marketing predictions. The global pandemic affected brand performance metrics, marketing campaigns, and almost all KPIs set at the ...
Read More
MassTer V2.2

MassTer V2.2: Robust MMM Software, Upgraded

MASS Analytics is glad to announce the release of an update to its MMM software MassTer V2.2. These release notes are destined to highlight the latest product features and improvements in comparison to what was in its predecessor V2.1. Software Solutions are About Making Your Life Easier Fewer Clicks One of the main ongoing targets when ...
Read More