With the death of third-party cookies underway, the pressure is on marketers to adopt new solutions for targeting, tracking and measurement before long-standing tactics become inoperable by the end of ...

The techniques that have served marketers for over fifty years are evolving rapidly, driven by artificial intelligence, increasing market volatility and a fundamental shift in what we expect ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

At a time when marketers are under unprecedented pressure to prove a return on investment, marketing mix modeling (MMM) is experiencing a major resurgence. Using statistical models and aggregate data, ...

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 ...

More than half of the US marketers use marketing mix modelling (MMM) and 49% will be investing in it in the year ahead. Local brands are also quickly waking up to the fact that gut feel can’t keep ...