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 ...

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

Vidmob, a provider of creative data solutions, and Objective Platform, a specialist in holistic marketing measurement, have ...

Media mix modeling is coming back in fashion. Google’s Meridian is the latest entrant in the MMM space, which is being embraced by large ad platforms and startups alike. Plus: Differentiating between ...

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, ...

and manage the predictive marketing response models at the heart of marketing mix analytics. Do you want more-frequent model updates from your supplier? Be prepared to open your pocketbook. A solid in ...

In response to the shifting dynamics of China's luxury beauty market, characterized by a downturn in sales for major brands amid economic headwinds, Ekimetrics implemented an advanced Marketing Mix ...