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 ...

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 ...

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 ...

Few technologies have merged into the everyday lives of people around the world as rapidly as artificial intelligence (AI) has in the past few years. It’s like we all just woke up one morning to find ...

The problem of improving accuracy in consumer product sales forecasting is investigated. A marketing simulation model using sales and marketing mix data from a company selling consumer specialties ...

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 ...

Are you a print subscriber? Activate your account. By Tim Nudd - 27 min 12 sec ago By Ad Age and Creativity Staff - 1 hour 51 min ago By Ad Age Staff - 2 hours 22 min ago By Adrianne Pasquarelli - 2 ...

With its powerful features, seamless integration with STAGE–Assembly's global operating system–and in support from META, the new marketing mix modeling app is set to redefine how brands approach ...

Marilyn Barnett was an on-camera model for a local Detroit grocery store called Farmer Jack. Every week the store would run an ad. When she decided her modeling days were done in 1972, she leaned into ...

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 ...

Advanced audience targeting is perhaps the most significant change in TV ad buying structures, says Alison Levin, NBCUniversal’s president of advertising and partnerships, on this week’s episode of ...