Analyzing and measuring marketing effectiveness is increasingly becoming the norm for effective CEOs, CMOs and CFOs.
Don’t overlook the inherent value in the data itself that is collected for predictive analytics An often overlooked high-value component of continuous, repeatable predictive analytics is the power to leverage on a day-to-day basis the diverse and rich data sets that are collected in order to enable the analytic insights. Generally speaking, in order for […]
Twenty-five years ago this month MMA was founded becoming the first company to commercialize marketing mix modeling. Back then the focus was heavily on traditional media – TV, radio, print, price and promotion. The data collected rarely comprised more than a few gigs and the results were used to support media planning and flighting of […]
Marketing strategies have out-smarted and out-paced analytics capabilities at many companies, resulting in millions of dollars in unproductive marketing and media investments. By integrating marketing mix models with granular attribution models, companies are breaking down the measurement and investment silos.