What is Marketing Mix Modeling?
There’s a question that, sooner or later, every CMO asks themselves when looking at their marketing budget: how much of what I’m investing is actually generating results? Not clicks, not impressions, not brand metrics like Top of Mind. Bu
How to Measure Marketing Effectiveness Beyond Last-Click
Let’s conduct a thought experiment. Imagine you saw a TV commercial for a shoe brand last week. Today, during your lunch break, you are scrolling through Instagram and see an ad for the same brand. You don’t click. Tonight, before going to bed, y
The 5 “Data” Errors to Avoid When Conducting an MMM
An econometric model is only as good as the data that feeds it. After more than 15 years of modeling and hundreds of completed projects, we have identified five recurring errors in data preparation that, if not corrected, compromise the quality of th