A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Marketers interested in measuring effectiveness and ROI need to understand whether marketing mix modeling (MMM) can work for them and how to get the most from it. Modeling measurements are often ...

For years, Marketing Mix Modelling has been the domain of consultancies and annual reports – expensive, opaque and frustratingly static. But what if you could have real-time insights, predictive ...