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 ...

The techniques that go into building successful Marketing Mix Models can be adapted to forecast demand for products on promotion and reduce the negative impact of out-of-sale items. As marketers ...

As we step into 2025, digital marketing is poised for transformative shifts. From the continued evolution of retail media and AI-powered search to the resurgence of marketing mix modelling (MMM ...

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