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 Can Marketing Mix Modeling be Used for Scenario Planning

How Can Marketing Mix Modeling be Used for Scenario Planning

2020 is behind us. Marketers are focusing on putting in place a robust, dynamic marketing plan for the New Year. The ongoing COVID-19 pandemic influences consumers behavior in all aspects: What we shop, where and how. Despite the glimpse of hope that we will overcome the COVID-19 crisis, brands baselines might ...
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Create Tableau and Power BI Reports Through MassTer

Create Tableau and Power BI Reports Through MassTer

Marketing Mix Modeling projects are all about using statistical methods to estimate and predict the impact of various marketing tactics on sales. To harness insights from the analysis, modelers end-up exporting results to visualization tools that allows them to build interfaces and reports. This can be in the form of ...
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How to Increase your Return on Investment Through Marketing Mix Modeling?

How to Increase your Return on Investment Through Marketing Mix Modeling?

To recover from the COVID-19 crisis, all brands have been reviewing their Marketing budgets and their allocation alongside the different Marketing Channels. Marketers today are asking the following question: What media channel are best to invest in? Which one will bring the highest Return on Investment? The best way to ...
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Agile Marketing Measurement

The Truth Behind Agile Marketing Measurement

Change is the new market reality. In today's fast-paced technology market, progress at a higher frequency and velocity is the norm, making agility the new business building block. The adoption of an agile Marketing Measurement Workflow is encouraged to ensure the organization's success and efficiency. In fact, in the 2017 Deloitte Global ...
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What is Neuromarketing

What is Neuromarketing?

Imagine you are in the supermarket buying some groceries. You start with your favorite cereal brand. It is the same brand you have had for years, and it tasted just as good every time. The chicken comes next. You get two pounds at 3.99 each. Moving to the next aisle, ...
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How to get Faster Insights from your Marketing Mix Modeling Project

How to get Faster Insights from your Marketing Mix Modeling Project

COVID-19 pandemic has shaken the world and changed consumers’ behavior forever. According to Alex Owen, Global Head of Data & Analytics at Unilever, “COVID-19 has accelerated what could be a 10 years’ worth of change”. This unexpected change has also affected massively the marketing industry. A wide range of advertisers ...
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Marketing Mix Modeling Experts’ Input on the Covid-19: Paul Baker, MMM Guru & world expert in Media & Marketing Effectiveness

Marketing Mix Modeling Experts’ Input on the Covid-19: Paul Baker, MMM Guru & world expert in Media & Marketing Effectiveness

Paul Baker is a Marketing Mix Modeling Guru and a Respected World Expert in Media & Marketing Effectiveness. Paul is the former CEO of OHAL for over thirty years, he had been appointed in 2001 as Global CEO of OHAL. Coping with COVID-19 How is the recent COVID-19 outbreak impacting ...
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How 2019’s marketing prepared us for 2020’s wave

How 2019’s marketing prepared us for 2020’s wave?

2019 seems to be a transitional year in marketing. Between the rise of the technology of AI and the ever-growing need for optimisation, last year could be considered as the inflection point between what was the norm in the last decade and what is likely to become the standard from ...
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Marketing Mix Modelling Experts’ Input on the Covid-19: Christophe Brossard and Charles Xavier, Partners at Metrics720

Marketing Mix Modeling Experts’ Input on the Covid-19: Christophe Brossard and Charles Xavier, Partners at Metrics720

Marketing Mix Modeling Experts’ Input on the Covid-19: Christophe Brossard and Charles Xavier, Partners at Metrics720 The COVID-19 pandemic created profound disruptions in the way people live, work, and buy. In the midst of it all, Advertisers and retailers had to adjust their media spend and advertising strategies to better ...
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