A taxonomy of biases in Marketing Mix Model effect estimation – Part 1
One of the ways I can tell who is an experienced Marketing Mix Model analyst vs a data person who...
In response to "Your MMM is Broken", a viable estimation strategy
A few weeks back, this paper got some attention in the marketing measurement corners of the...
Understanding Clicks vs. Impressions: key marketing touchpoints
Crafting a successful marketing strategy goes beyond just serving up the right ads—it’s about truly...
How to use Marketing Mix Models for forecasting and optimization
So, you’ve built a solid Marketing Mix Model (MMM) to make sense of your past performance, but the...
Navigating the evolving MMM landscape: balancing automation with expertise
The landscape of Marketing Mix Modeling (MMM) is evolving rapidly. In 2024, we are witnessing a...
Are you getting the most out of your data?
In an era where data shapes marketing strategies, leveraging all your available data to the fullest...
How actionable insights increased ROI
Background
Our client was an old brand with a new Consumer Insights and Marketing team. They were...
An Olympic effort – achieving gold standard marketing effectiveness
As the world eagerly anticipates the Paris Olympics later this month, the air is thick with...
Rethinking Multi-touch Attribution in a privacy-first world
For years, digital marketing managers have depended on third-party cookies to track user behavior,...
Attributing your brand vs market impact
This is the last part in our Master Class series and we hope you have had interesting insights...