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.

 

How to Strengthen the Predictive Power of Your Marketing Mix Model

How to Strengthen the Predictive Power of Your Marketing Mix Model

The biggest challenge when building a Marketing Mix Model is to ensure that it is robust enough to generate strong predictive power. Model Validation is the overall process of comparing the model and its behavior to the real environment; it can be broadly split into two types: In-sample, and Out-of-sample ...
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AAA 2021 cookies are crumbling

Cookies’ Decay, What’s Next for Ad Measurement?

Day 3 of ATTRIBUTION & ANALYTICS ACCELERATOR The third day of the ATTRIBUTION & ANALYTICS ACCELERATOR, a conference organized by the Advertising Research Foundation, revolved around the depreciation of cookies and the loss of identity solution. Presenters from the USA, Australia, and the UK took turns showcasing the variety of ...
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4 Tips for Robust and Actionable Optimization

4 Tips for Robust and Actionable Optimization

Marketing Mix Modeling (MMM) uses advanced statistical techniques to analyze historical data. It helps marketers uncover business drivers, break down the contribution of every single factor; measure the return on investment of offline and digital channels; predict future performance; and, most importantly, optimize budgets to boost business performance.The graph below ...
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How to make your Marketing Mix Model more actionable

How to Make Your Marketing Mix Model More Actionable

Running a Marketing Mix Model project allows brands to go beyond acquiring a functional measurement system. It provides them with applicable results that could trigger immediate actions. This is why creating an insightful and actionable Marketing Mix Modeling is crucial to reaching the company’s goals. And while there are so ...
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Choices

Are Ready-to-Use MMM Software Better for Successful In-Housing?

Organizations willing to bring the MMM capability in-house often feel an unfamiliarity with its concepts, techniques, and process and find it hard to make a start without the required specialist support. Discover if ready-to-use MMM software are better for a successful in-housing ...
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MMM Vs MTA

Cookies are Crumbling: What is the Future of MMM?

Introduction Difference Between MMM and MTA Where 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 ...
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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 ...
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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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research

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, Global ...
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