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.

 

Marketing Mix Modeling news, MASS Analytics
Marketing Mix Modeling news, MASS Analytics

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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Marketing Mix Modeling news, MASS Analytics

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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Marketing Mix Modeling news, MASS Analytics

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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Marketing Mix Modeling news, MASS Analytics

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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Marketing Mix Modeling news, MASS Analytics

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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Marketing Mix Modeling news, MASS Analytics

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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Marketing Mix Modeling news, MASS Analytics

Top 5 Marketing Measurements Predictions you Need to Check for 2021

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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Marketing Mix Modeling news, MASS Analytics

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 Mix Modeling news, MASS Analytics

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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