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 ...

Stella Rising's SVP Client Strategy writes, "Marketers today are under intense pressure to justify every dollar. Senior ...

MMM isn't a replacement for all attribution, but it is a powerful strategic layer that can restore clarity to marketing ...

LONDON--(BUSINESS WIRE)--Identifying high-value customers and allocating marketing spend is challenging, and involves many variables. Marketing mix modeling uses analytics to determine an optimal ...

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

LONDON--(BUSINESS WIRE)--The telecom industry is getting volatile with time, and organizations need to allocate marketing and media spend wisely to identify and attract high-value customers. Due to ...

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 ...

Call me a MMMM (Marketing Mix Model Masochist) if you will, but all this criticism has actually led me down the path of embracing them more than ever. Principally for one simple reason: they are ...

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 ...

Google's open-source Meridian helps marketers build better models, understand lift by channel and finally bring sanity to their measurement strategies. Necessity is often called the mother of ...

Arbitron and a consortium of radio industry leaders agreed to collaborate on an initiative intended to improve the analytical methods used by advertisers to evaluate the tangible impact of radio ...