Category Archives: Commercial Effectiveness

The Evolution of Marketing Mix Modeling… and hopefully the wonks that follow it

Too often smart people get caught up in the details of the past and forget how quickly the future is moving… I read another article about marketing mix modeling today and the commentary from the usual market research wonks.  I laughed.  I scowled. I shook my head. I wouldn’t have laughed but for the 356% […]

In Defense of Marketing Mix Modeling

More than 25 years ago, MMA pioneered the use of marketing mix modeling and today remains one of the industry leaders in the space across a wide range of industry verticals. We’ve extended our core marketing mix capability (which is now known by many clients as Commercial Effectiveness) by integrating data sources specific to the […]