Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and ...

Stressed about your business’s future? Maybe it’s time to look to the past for solutions. History buffs know the past offers valuable insights for navigating the challenges of the present. In today’s ...

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 ...

John Readman is the CEO of ASK BOSCO, an AI-powered marketing platform that brings all your marketing and e-commerce data into one place. As third-party cookies lose their grip on digital marketing ...

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 ...

The techniques that have served marketers for over fifty years are evolving rapidly, driven by artificial intelligence, increasing market volatility and a fundamental shift in what we expect ...

MMM is only as good as its data and assumptions. Avoid common modeling pitfalls and turn your analysis into real business impact. Marketing mix modeling (MMM) is having a moment in marketing ...

Facebook is activating marketing-mix modeling across Instagram, Audience Network and Facebook proper. On Tuesday, Facebook rolled out a portal that lets advertisers pull campaign data for ...

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. This a famous quote from marketing pioneer John Wanamaker and even 100+ years later, it still holds true as ...