Marketing analytics is evolving into a powerhouse for smarter decision-making, from marketing mix modeling to advanced dashboards and attribution strategies. By interpreting KPIs accurately and ...

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 ...

Media mix modelling platform Prophet has launched a basic guide to assist marketers in identifying blind spots in their measurement tools. The guide aims to help organizations analyze their marketing ...

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 ...

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 ...

This article was written by Incrmntal CEO and co-founder Maor Sadra. Mobile games have brought gaming to the masses. Titles like Candy Crush, Angry Birds and Clash of Clans have reached audiences ...

Conventional marketing-mix econometric models are inadequate for measuring the true return on marketing investment (ROMI) because they only show incremental or short-term sales effects, and ignore the ...

More than half of the US marketers use marketing mix modelling (MMM) and 49% will be investing in it in the year ahead. Local brands are also quickly waking up to the fact that gut feel can’t keep ...