There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to ...

So said Sequent Partners’ Jim Spaeth, summing up the third day of the 2022 “Attribution & Analytics Accelerator” conference, co-hosted with the Advertising Research Foundation. “[Marketing-mix ...

As part of a much broader push into AI-powered data and analytics products aimed at the ad industry, Google today unveiled plans for a new marketing mix modeling platform that will be offered to ...

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 ...

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 ...

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 ...