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.

 

IS MTA SLIDING INTO THE TROUGH OF DISILLUSIONMENT?

IS MTA SLIDING INTO THE TROUGH OF DISILLUSIONMENT?

Posted by Ramla Jarrar on Nov. 13, 2018 Immersed in the digital era and flooded by multiple streams of data, marketers turn to attribution and marketing mix modeling to have a better understanding of their performance and improve the effectiveness of their marketing efforts. Embracing new measurement tools, methods and ...
Read More
Data Science and Marketing, Time to Close the Gap

Data Science and Marketing, Time to Close the Gap

Information Age, Digital Revolution, the Era of Digitalisation, the Rise of Digital Economy… are all different terms that came to describe the natural outcome of the increasing adoption of technology. Smartphones are considered to be the main contributor to this growing trend. According to eMarketer’s forecast, mobile will be the ...
Read More
TV IS STILL MOST POPULAR – YET AD BUDGETS SHIFT TO MOBILE

TV IS STILL MOST POPULAR – YET AD BUDGETS SHIFT TO MOBILE

The shift to digital is happening, but how fast? Despite all the talk of digital media, on the face of it , TV holds its own - for now, at least. According to the latest IPA Touchpoint Report, adults spend 4 hours and 35 minutes per day watching TV. Millennials ...
Read More
Resources - MASS Analytics

Attribution: is it working?

A new report – The State of Marketing Attribution 2017, shows the implementation of attribution has risen from 31% to 39% amongst brands and their agencies. Yet, only 30% of those using attribution are acting upon its insights. The report, the output of AdRoll and Econsultancy, found there is a ...
Read More
SHOULD MMM LEAVE THE SCENE OF MARKETING MEASUREMENT TO PAVE THE WAY TO MTA?

Should MMM Leave the Scene of Marketing Measurement to Pave the Way to MTA?

Digital advertising spend topped $72.09 billion in 2016, a gain of 20.9% over 2015, according to eMarketer. TV spending grew in 2016 to $71.29 billion: Digital ad spending surpassed TV spending for the first time in US history!The world is quickly becoming digital as customers are consuming online content faster ...
Read More
THE TRUTH ABOUT FREE SOFTWARE IN MARKETING MIX MODELLING

The Truth About Free Software in Marketing Mix Modeling

Today’s marketing managers require all the ammunition they can get to fight fierce competition and harness the proliferation of advanced marketing channels, in an ever more digitalized world.Consequently, the “Marketing Mix Modeling” (MMM) field of data analytics has become indispensable in helping these managers to adopt the modern paradigm of ...
Read More
IS EVERYTHING IN THE BIG DATA MARKET “BIG”?

IS EVERYTHING IN THE BIG DATA MARKET “BIG”?

HOW SMALL TO MEDIUM SIZE COMPANIES BENEFIT FROM BIG DATA & MARKETING ANALYTICS According to a recent report from IDC, the Big Data Market was worth 130.1B$ in 2016 and will grow to 203 B$ in 2020 with an 11.7% compound annual growth rate (CAGR). But is everything in the big ...
Read More
TRAINING ON MMM, OPTIMISATION AND FORECASTING

Training on Marketing Mix Modeling, Optimization and Forecasting

We are glad to announce that MASS Analytics will be visiting Cass Business School, London, and delivering a one-day training about the use of our own software MassTer. (MassTer is an intuitive Marketing Mix Modeling Software that allows you to measure the impact of each marketing spend on your business performance ...
Read More