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 ...

In an era where privacy concerns, AI advancements and zero-click trends are reshaping digital marketing, businesses need smarter tools to navigate complexity. Marketing mix modeling is emerging as a ...

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 key ...

In today’s fast-paced digital world, using data effectively isn’t just a nice-to-have—it’s essential. From targeted marketing and campaign optimization to creating tailored personas and tracking ...