The Marketing Mix, also called 4Ps, is a fundamental marketing concept that shows businesses the main elements they need for marketing their products and services effectively. Marketing Mix consists ...

Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand which strategies drive results. This article tackles the key differences between each ...

As we continue into an era of rising media costs due to increased competition and fragmentation across audiences and ...

Analytic Edge (a C5i company), a leading provider of marketing and sales analytics solutions, announced that it is now a certified partner in APAC for Google's Meridian Marketing Mix Modelling (MMM) ...

Ocado reports bigger basket sizes and more frequent shops, as the online retailer credits marketing’s part in “terrific year”.

Incrementality measurement is designed to understand the full contribution of a specific marketing effort, be that a specific ...

Google had made its marketing mixed modelling (MMM) platform Meridian open source, releasing it to the public along with a partner program that enable ...

This limitation has fueled a growing interest in marketing mix modeling (MMM). Nearly half of marketing leaders struggle to prove their value and gain recognition for their contributions ...

The former Bauer Media boss will take over immediately after five months acting in the role at the broadcasting and ...

Partho Banerjee of Maruti Suzuki India shares the brand's evolving marketing strategy, highlighting its focus on ...