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.

 

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 ...
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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, ...
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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 ...
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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 ...
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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 ...
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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 ...
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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 ...
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Marketing Analytics can help your organization achieve exponential growth.

How to Achieve Exponential Growth with Marketing Analytics

Marketing Analytics is the new gold standard for any company seeking growth. After all, revenue growth and Return On Investments are part of the main concern of any business. Indeed, these are great contributors to: Profitability It is usually the main purpose of a business. When accelerating the revenue growth ...
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Adopting Agile Marketing: Your Guide For 2021

Adopting Agile Marketing: Your Guide For 2021

“Change is the law of life and those who only look to the past or present are certain to miss the future.” [John. F. Kennedy] Since the outbreak of the COVID-19 pandemic, marketers around the world were continuously re-aligning their strategies to respond to the new normal. Responding to change calls for ...
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