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marketing mix modeling

What Is Marketing Mix Modeling (MMM) and How Does It Work?

Marketing Mix Modeling is a technique for estimating the effects of marketing variables on customer behavior based on mathematical and statistical techniques. The Marketing Measurement Model analyzes the past and predicts the future implications of marketing decisions using statistical and analytical tools.

| 27 Jan 2022

Is Combining Marketing Mix Modeling with Attribution Modeling the Way Forward?

Is combining marketing mix modeling with attribution modeling the way forward? For decades, traditional marketers faced a challenge while allotting their marketing budgets among various marketing channels. Today, with the advent of digital modes of communication such as

| 12 Feb 2016