How to use pricing analyses to grow your business
So far, we’ve talked about the theoretical background of price elasticity in Part 1: How to use...
Is daily MMM a good substitute for MTA?
The increased focus on consumer privacy in recent years has caused well-documented disruption in...
Marketing Mix Modeling, Multi-Touch Attribution, or both?
Are you a marketer struggling with budget planning and understanding the impact of your campaigns...
Leave No Trace - unless you're an advertiser
As the New Year progresses at a scary pace, we can safely assume many of us are settling in to New...
Bart De Pauw of GroupM and Marcel van der Kooi of ScanmarQED discuss Triangulation
In this interview, Chief Business Intelligence Officer of GroupM, Bart De Pauw talks with CEO of...
"It's behind you!"
What did the pantomime dame shout to the econometrician searching for a statistically significant...
Minimizing the pain of data collection
Data collection is one of the most important preparatory stages in the Marketing Mix Modeling...
Price Elasticities: practical implementation and best-in-class dashboards
What you will need:
ePOS Sell-out data is the main source used for price elasticity analyses. This...
Making media measurement actionable
Will measurement give you everything you want?
Probably not. Good measurement will only give you...
Beyond the Ghosts: Unmasking the realities of AI and MMM
A reliance on the past
ChatGPT, the well-known AI language model, leverages pre-existing data to...