The question isn't should you be doing marketing mix analysis, but rather, how you can best do it. Marketers across multiple industries are learning what consumer packaged goods manufacturers have ...

Google's open-source Meridian helps marketers build better models, understand lift by channel and finally bring sanity to their measurement strategies. Necessity is often called the mother of ...

CARY, N.C.--(BUSINESS WIRE)--Keen Decision Systems (Keen), a next-generation marketing mix SaaS company, today announced the results of Gartner Magic Quadrant Analysis for Marketing Mix Modeling (MMM) ...

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 ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

Before placing your bets on a horse race, it would be nice to know which horse would win. Many CMOs today have a similar yearning when looking at the confusing and proliferating array of marketing ...

Business.com aims to help business owners make informed decisions to support and grow their companies. We research and recommend products and services suitable for various business types, investing ...

The concept of marketing has evolved continuously over the years. The definition of the term 'product' isn't as simple as it used to be. The traditional marketing mix has been extended and refined ...