This article is by David Hoo and Michael von Gonten, principal consultants at research firm Effective Marketing Management. Achieving profitable growth is perhaps a CMO’s greatest accountability, and ...

This article was co-authored by Matt Wakeman, Weicong Zhao and Joseph Enever, analysts in the Gartner Marketing Practice, ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – ...

LONDON--(BUSINESS WIRE)--Quantzig, a global data analytics and advisory firm, that delivers actionable analytics solutions to resolve complex business problems has announced the completion of its ...

On the glamour scale, statistical modeling attribution falls somewhere between flossing and pulling weeds. But for the team building a marketing mix model to guide the process of creating and managing ...

In an era where privacy concerns, AI advancements and zero-click trends are reshaping digital marketing, businesses need smarter tools to navigate complexity. Marketing mix modeling is emerging as a ...

Few technologies have merged into the everyday lives of people around the world as rapidly as artificial intelligence (AI) has in the past few years. It’s like we all just woke up one morning to find ...

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 ...

There have been several reasons for the sharp growth in MMM. Most obviously, privacy regulations and platform changes have made individual‑level tracking much harder, eroding the reliability of ...

Marketing mix modeling has proven to be an important practice in driving bottom line performance among leading retail and consumer goods companies. However, the complex technique of using ...