Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – ...

Stressed about your business’s future? Maybe it’s time to look to the past for solutions. History buffs know the past offers valuable insights for navigating the challenges of the present. In today’s ...

The 4 Ps are the key factors in marketing a product or service to consumers: product, price, place, and promotion. They are also known as a marketing mix.

In an era where privacy concerns, AI advancements and zero-click trends are reshaping digital marketing, businesses need smarter tools to navigate complexity. Marketing mix modeling is emerging as a ...

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 ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

With its powerful features, seamless integration with STAGE–Assembly's global operating system–and in support from META, the new marketing mix modeling app is set to redefine how brands approach ...

Google launched a new measurement tool for advertisers in anticipation of its plan to phase out third-party cookies later this year. Meridian, an open-source Marketing Mix Model (MMM), has been ...