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

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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Are Ready-To-Use Marketing Mix Modeling Software Better for successful In-housing- MASS Analytics - Marketing Mix Modeling Software - Marketing Mix Modeling Services Provider

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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Embracing a Contemporary Marketing Mix Modeling Approach: Nested Models - MASS Analytics - Marketing Mix Modeling Software - Marketing Mix Modeling Services Provider

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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How to achieve a quicker Marketing Mix Modeling Project Turnaround: 5 Key Areas to Optimize- MASS Analytics - Marketing Mix Modeling Software - Marketing Mix Modeling Services Provider

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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Log-Linear Modeling and MROI: Benefits and Challenges

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 Predict Future Sales - MASS Analytics - Marketing Mix Modeling Software - Marketing Mix Modeling Services Provider

Can Marketing Mix Modeling Predict Future Sales?

Marketing 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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