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.

 

log linear model

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?

arketiezhsdhsdhsdhssdhsdhMarketing 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 Marketing ...
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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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MassTer V2.2

MassTer V2.2: Robust MMM Software, Upgraded

arketingMASS 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 developing our Marketing Mix Modeling ...
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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 ...
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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 not get back to “normal”. Therefore, “Use last year plan” with ...
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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?

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 ...
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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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