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 ...
MMM is only as good as its data and assumptions. Avoid common modeling pitfalls and turn your analysis into real business impact. Marketing mix modeling (MMM) is having a moment in marketing ...
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