Marketing leaders have long relied on various techniques to measure and communicate ... This limitation has fueled a growing interest in marketing mix modeling (MMM). Nearly half of marketing ...

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 ...

Marketing Mix Modeling (MMM), a decades-old technique, has re-emerged as a popular approach to estimating incrementality and quantifying the effectiveness of various channels due its holistic nature, ...

Revolutionizing Marketing Mix Modeling The Liquid Mix AI-powered self-service platform addresses long-standing challenges in traditional marketing mix approaches. Historically resource-intensive ...

Improved accuracy: Leverage advanced statistical techniques to gain a more precise ... This article Meridian, Google's open-source Marketing Mix Model, is now available to everyone was originally ...