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 ...

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 ...

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 ...

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 ...

CARY, N.C.--(BUSINESS WIRE)--Keen Decision Systems (Keen), a next-generation marketing mix SaaS company, today announced the results of Gartner Magic Quadrant Analysis for Marketing Mix Modeling (MMM) ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

With the death of third-party cookies underway, the pressure is on marketers to adopt new solutions for targeting, tracking and measurement before long-standing tactics become inoperable by the end of ...

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 ...

As part of a much broader push into AI-powered data and analytics products aimed at the ad industry, Google today unveiled plans for a new marketing mix modeling platform that will be offered to ...