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

Marketing mix modeling (MMM) is having a moment in marketing measurement. As privacy regulations limit user-level tracking, marketers are turning to it for reliable, cross-channel measurement. (We ...

Brands reevaluate their marketing budgets and allocations to optimize return on investment and consumer engagement. Marketing expenditure may be distributed more effectively, and methods can be ...

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 ...

Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM tools gauge the impact of marketing and media investments on vital ...

EDISON, N.J., March 4, 2025 /PRNewswire/ -- 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 ...

The three largest walled garden advertising platforms are investing in new measurement solutions, namely media mix modeling (MMM) ­– even if it means giving credit to their competitors for driving ...

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 world of marketing measurement is buzzing about AI. But when it comes to complex techniques like media mix modeling (MMM), the field is awash with false promises about the benefits that these new ...

As we continue into an era of rising media costs due to increased competition and fragmentation across audiences and touchpoints, marketers can no longer solely rely on traditional metrics such as ...