Google's open-source Meridian helps marketers build better models, understand lift by channel and finally bring sanity to their measurement strategies. Necessity is often called the mother of ...

Finding it difficult to develop a marketing mix strategy that suits your business plan? Request a FREE proposal for expert insights and personalized recommendations. Over the last decade, marketing ...

There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to ...

Fifty years ago, optimizing the media mix was relatively easy. Companies could select from a mix of national and local magazines, newspapers, broadcast television networks, radio and large industry ...

Stressed about your business’s future? Maybe it’s time to look to the past for solutions. History buffs know the past offers valuable insights for navigating the challenges of the present. In today’s ...

Facebook is activating marketing-mix modeling across Instagram, Audience Network and Facebook proper. On Tuesday, Facebook rolled out a portal that lets advertisers pull campaign data for ...

Marketing mix modeling has proven to be an important practice in driving bottom line performance among leading retail and consumer goods companies. However, the complex technique of using ...

Although some called 2016 the year of attribution, many marketers (and their bosses) still aren't clear on exactly what marketing attribution is. The concept is simple: You attribute credit and value ...