Machine learning and statistical models have evolved to provide an extremely sophisticated understanding of the contribution of each marketing investment and the interactions between them. But models ...

Deli meat company Land O'Frost has been leaning into a new MMM approach to figure out which opportunities it's been ...

LONDON--(BUSINESS WIRE)--Quantzig, a global data analytics and advisory firm, that delivers actionable analytics solutions to resolve complex business problems has announced the completion of its ...

LONDON--(BUSINESS WIRE)--Quantzig is one of the world’s foremost providers of advanced data analytics solutions with business units spread globally. Our advanced analytics solutions and domain ...

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 ...

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 ...

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 ...

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 ...

So said Sequent Partners’ Jim Spaeth, summing up the third day of the 2022 “Attribution & Analytics Accelerator” conference, co-hosted with the Advertising Research Foundation. “[Marketing-mix ...

Marketing mix modeling (MMM) is a relatively new concept that combines a variety of marketing channels with large data sets of historical performance data. This combination helps channel marketers ...