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 models have gained traction as legacy attribution methods struggle to quantify offline and brand efforts, often overemphasizing bottom-of-funnel tactics. Regulatory changes and ...

André van Loon, Marketing Effectiveness Manager at Moët Hennessy, explores the complex possibilities of market mix models, and shares practical advice on how to focus on optimal business insights.