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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.

 

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 ...
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The truth About Free Software in Marketing Mix Modeling

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 ...
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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 ...
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Training on Marketing Mix Modeling, Optimization 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 on Marketing Mix Modeling and 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 ...
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IS AUGMENTED ANALYTICS A SOLUTION TO THE DATA SCIENTISTS’ GAP?

Augmented Analytics: A Solution To The Data Scientist’ Gap?

Augmented Analytics is a term often mentioned in the data science circles today. The exponential growth in data generated around the world has made Data Scientists one of the most valuable assets in the job market. With that surge in demand, they also became one of the most expensive resources ...
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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 ...
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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 ...
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