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 ...

On the glamour scale, statistical modeling attribution falls somewhere between flossing and pulling weeds. But for the team building a marketing mix model to guide the process of creating and managing ...

Marketing strategies are a "mix" of decisions about products, price, place, promotion, people, processes and physical evidence. The best storytelling companies use ONLY seven priority story families ...

Meridian, Google’s new open-source Marketing Mix Model (MMM), has entered the rapidly evolving market for advanced marketing analytics and forecasting tools. This article explores Meridian’s key ...

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 ...

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 ...

Google is enhancing Meridian, its open-source Marketing Mix Model (MMM), to help marketers make smarter, more precise budget decisions. Why we care. Understanding ROI across channels is increasingly ...