News & Blogs

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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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 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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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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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? 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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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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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 had to adapt their marketing plans. These advertisers were facing big challenges related to budget cut off and reallocation. What made matters more complex is the drastic change in media consumption. Some channels have seen a soaring increase in performance ...
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Ken Gamage, Multi-disciplinary communications professional with expertise in Strategic Analytics & Econometrics (Marketing Mix Modeling), Qualitative Research, Social Psychology, Creative Production, P&L Management, Product Innovation, Semiotics & Art Theory. How is the recent COVID-19 outbreak impacting your day-to-day work life? What steps are you taking to cope with this? Now ...
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