MMM is only as good as its data and assumptions. Avoid common modeling pitfalls and turn your analysis into real business ...

Modern enterprise companies, such as those in the Web3 and blockchain space, understand how to leverage the latest digital marketing tactics to engage with their target audiences. This is where ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Meridian, Google’s new open-source Marketing Mix Model (MMM), has entered the rapidly evolving market for advanced marketing analytics and forecasting tools. This article explores Meridian’s key ...

Marketing professionals face many challenges: New competitors, evolving ways of working, and emerging technologies are just a few. To achieve business success, you must prepare to meet those changes.

As we step into 2025, digital marketing is poised for transformative shifts. From the continued evolution of retail media and AI-powered search to the resurgence of marketing mix modelling (MMM) and ...

This scattershot approach yields erratic results and leaves you unsure whether your efforts—or dollars—are actually moving the needle. The solution? Establish a straightforward system to track, ...

Once a space dominated by bloggers, influencer marketing has evolved into a multi-billion-dollar industry that dictates how brands connect with consumers across global markets. While Millennials and ...