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 ...

LONDON--(BUSINESS WIRE)--Quantzig, a leader in delivering scalable analytics solutions and data science services, today announced the completion of its marketing mix modeling engagement. “Marketers in ...

Marketing mix models aim to answer the marketer’s billion-dollar question: where should you spend your budget? Yet most organizations build models and still struggle to translate their outputs into ...

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 ...

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 ...

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 ...

Marketing measurement is broken, and everyone knows it. Every week, I talk to marketing leaders who are desperate to quantify the revenue that marketing is incrementally delivering to the business.

Some misinformation—whether it’s misnaming or misunderstanding—sticks around far longer than it should. We’ve known since the 1920s, for example, that vitamin D is a hormone, not a vitamin, yet we ...

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 ...