News & Blogs

What You Need to Know about MMM In-housingIn an environment characterized by a proliferating media landscape and strict privacy regulations, in-housing MMM has become a strategic move for any business regardless of its size. By in-housing, the business ensures full control over their data, their process, and the results and insights of ...
Read More

Ensure The Success Of Your MMM (Market Mix Modeling) Project With This Standardized ProcessIn the first article we introduced our readers to the components of Marketing Mix Modeling, its role, and the environment in which it functions. In this article, we dive into the process that ensures the success of MMM projects.Introduction:A ...
Read More

Marketing Mix Modeling Is Your Means To Leverage Your Marketing BudgetThis blog is the first of a series of articles that will introduce our readers to Marketing Mix Modeling (MMM), a proven marketing and ROI measurement technique. MMM has stood the test of time and is today leading the way ...
Read More

The Granularity Trinity in Marketing Mix Models The Need for Granularity and Actionability  The Granularity Triangle/ Trinity in MMM  The Challenges faced by Granular MMMs    Introduction Granularity and actionability are the holy grail of all marketers in relation to marketing measurement. This wasn’t accessible around 20 years ago, mainly because ...
Read More

Context and Introduction June 7th, 2022 was the second day of the I-COM Summit Experience 2022 in Barcelona.  One of the first events of the day was a roundtable hosted by Mass Analytics. Dr. Ramla Jarrar, the CEO of MASS Analytics, had the pleasure of welcoming Nick Bridden, Head of ...
Read More

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 ...
Read More

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 ...
Read More

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 ...
Read More

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 ...
Read More