This study contributes to marketing literature by providing empirical evidence on optimizing the marketing mix to enhance revenue and profitability in Nigeria’s brewing industry.

Former agency executives from Dentsu, Kantar, and Nielsen who now work at a startup focused on marketing mix modeling (MMM) believe they have developed a way to enable small and medium-sized ...

With thanks to Bill Grosso, CEO, Game Data Pros Experimentation has been proven to offer unrivaled insights into marketing effectiveness, but it remains underused. More on that here. But what can ...

Google launches Meridian, an open-source marketing tool using advanced modeling to optimize ad budgets and measure campaign effectiveness.

AI-powered marketing mix modeling is revolutionizing ad spend optimization, offering real-time insights and boosting efficiency like never before. Here's what marketers need to know.

Marketing mix modeling is key to achieving marketing efficiency. Learn its benefits for ROI, channel synergy and data-driven decisions.

There are as many marketing theories as there are products and services. None work for every product in every situation. Several marketing theories have stood the test of time and form a solid ...

The traditional marketing mix was conceptualized by Professor James Culliton, a marketing professor from the prestigious Harvard University, in 1948. It was further developed by E. Jerome McCarthy, ...

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 ...

How to tackle measurement as Google rolls out open-source marketing mix modeling Meridian arrives as the tech giant’s deprecation of third-party cookies begins to upend long-standing tactics and MMMs ...