When I looked at the authors' list of what is typically not considered in most marketing mix models, these were the big misses that stood out: The model does not consider customer behavior but is ...

Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand which strategies drive results. This article tackles the key differences between each ...

In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have ...

The South Australian Tourism Commission (SATC) is seeking a supplier to establish a Marketing Mix Model (MMM), AdNews can ...

announced that it is now a certified partner in APAC for Google's Meridian Marketing Mix Modelling (MMM) platform. Meridian is an open-source MMM platform built by Google to help advertisers ...

This article Meridian, Google's open-source Marketing Mix Model, is now available to everyone was originally published in GMA Entertainment.