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 ...

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 ...

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 ...

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 ...

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.

As part of a much broader push into AI-powered data and analytics products aimed at the ad industry, Google today unveiled plans for a new marketing mix modeling platform that will be offered 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 ...

What does it take to serve midsize brand clients? How is AI transforming media buying? And why, for the love of god, is measurement still so messed up? Mediastruction CEO and Founding Partner Marilois ...