There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to ...

Volvo built a Marketing Mix Modeling (MMM) together with its media advertising partner, Mindshare. It is being used to gain effective performance. MMM, a model built by econometricians using ...

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 ...

Marketing mix modeling, which uses data analysis to measure and optimize the right mix of marketing tactics, is being propelled by the growth in channels, devices and analytics. A new report from ...

While marketers have been grappling and struggling with solutions to the loss of third-party cookies over the past couple of years, new and smarter ways of investing media dollars have been evolving.

Google launched a new measurement tool for advertisers in anticipation of its plan to phase out third-party cookies later this year. Meridian, an open-source Marketing Mix Model (MMM), has been ...

What does it take to serve midsize brand clients? How is AI transforming media buying? And why, for the love of god, is measurement still so messed up? Mediastruction CEO and Founding Partner Marilois ...