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

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 ...

In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have ...

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

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