News & Blogs

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 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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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 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 (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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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 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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