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 ...

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.

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 ...

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 ...

Modeling the return-on-investment of internet marketing doesn't have to be a challenge. After having spent nearly 10 years at Modem Media developing Internet marketing programs for Fortune 500 clients ...

Although some called 2016 the year of attribution, many marketers (and their bosses) still aren't clear on exactly what marketing attribution is. The concept is simple: You attribute credit and value ...

Marketers have a lot of misconceptions about marketing mix modeling (MMM). But it’s far less expensive – and easier – to execute than it used to be. Deli meat brand Land O’Frost has been investing in ...

Marketing mix modeling (MMM) is having a moment in marketing measurement. As privacy regulations limit user-level tracking, marketers are turning to it for reliable, cross-channel measurement. (We ...

Google’s Meridian uses advanced modeling to improve ad budget insights across online and offline channels. It helps measure long-term brand impact and integrates key Google media metrics like YouTube ...