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When I looked at the authors' list of what is typically not considered in most marketing mix models, these were the big misses that stood out: The model does not consider customer behavior but is ...

Sylvester, Partner at Sequent Partners. American Express is investing in measurement technology to try and give credit where credit is due. Since 2019, Amex has been moving away from multi-touch ...

In response to the shifting dynamics of China's luxury beauty market, characterized by a downturn in sales for major brands amid economic headwinds, Ekimetrics implemented an advanced Marketing Mix ...

The ability to accurately measure the incremental impact of all marketing and non-marketing activities is crucial for informed decision making. Marketing Mix Modeling (MMM), a decades-old technique, ...

But while most marketing leaders already use some form of predictive analytics, specifically predictive modeling, many still struggle to fully integrate it into their decisions. Concerns about ...

The idea of a “black box” in technology has been around for a long time— nearly as long as the understanding of vitamin D by ...

CHICAGO — NIQ, the world’s leading global consumer intelligence company, today announced the launch of Marketing Mix Modelling solutions (MMM), helping global clients ... Global and local footprint of ...