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 ...

Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand which strategies ...

The ultimate objective of all marketing-mix models is to quantify the sales contribution of marketing activities, to calculate return on marketing investment (ROMI). To accomplish this, the models ...

Analytic Partners celebrates 25 years with a new website announcing a renewed push to elevate MMM and MTA measurement programs to deliver Commercial Intelligence.

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