This article is by David Hoo and Michael von Gonten, principal consultants at research firm Effective Marketing Management. Achieving profitable growth is perhaps a CMO’s greatest accountability, and ...
Marketing mix modeling is key to achieving marketing efficiency. Learn its benefits for ROI, channel synergy and data-driven decisions. In an era where privacy concerns, AI advancements and zero-click ...
Marketing mix modeling, which uses data analysis to measure and optimize the right mix of marketing tactics, is being propelled by the growth in channels, devices and analytics. A new report from ...
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 ...
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 ...
There have been several reasons for the sharp growth in MMM. Most obviously, privacy regulations and platform changes have made individual‑level tracking much harder, eroding the reliability of ...
Like the measurement industry it tracks, Forrester’s Cross-Channel Attribution Wave has evolved. Now dubbed the Marketing Measurement and Optimization Solutions Wave, Forrester noted a migration ...
Some results have been hidden because they may be inaccessible to you
Show inaccessible results