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 ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alice K. Sylvester, Partner at Sequent ...

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 ...

LONDON--(BUSINESS WIRE)--A global data analytics and advisory firm, Quantzig, that delivers actionable analytics solutions to resolve complex business problems has announced the completion of their ...

On the glamour scale, statistical modeling attribution falls somewhere between flossing and pulling weeds. But for the team building a marketing mix model to guide the process of creating and managing ...

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 ...

The 4 Ps are the key factors in marketing a product or service to consumers: product, price, place, and promotion. They are also known as a marketing mix.

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 ...