Marketing Mix Modeling for Atypical Brands: Can It Work for You?
Marketing Mix Modeling (MMM) is a widely used technique to measure the impact of paid advertising...
Marketing Mix Modeling
A taxonomy of biases in Marketing Mix Model effect estimation – Part 2
A key strength of Marketing Mix Models as an approach to measuring and planning marketing budgets...
Our response to Google's Meridian launch
Google's announcement of Meridian, its new open-source marketing mix model (MMM), marks another...
Can you truly automate Marketing Mix Modeling?
Automation and AI are revolutionizing industries at a breakneck pace, and Marketing Mix Modeling...
Choosing between Additive and Multiplicative models in Marketing Mix Modeling
In the world of data-driven decision-making, selecting the appropriate model for your data is a...
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...
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...
How actionable insights increased ROI
Background
Our client was an old brand with a new Consumer Insights and Marketing team. They were...