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 ...

Former agency executives from Dentsu, Kantar, and Nielsen who now work at a startup focused on marketing mix modeling (MMM ... to what data to pull into the model, and Butler says the cost ...

If you’re evaluating and selecting a marketing mix model solution, make sure to: As you navigate the complexities of proving marketing value, MMMs offer a powerful solution. By quantifying the ...

Marketing Mix Modeling (MMM), a decades-old technique ... Calibration is the process of aligning the model with a causal, ground-truth measurement such as experiments. Experiments are the practitioner ...

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