This year, we had the chance to join a pretty special panel at the Data Collaboration Summit. The topic was “Mind the Gap: Tackling Measurement and Effectiveness in Marketing,” which is basically everything we care about in one sentence.
MASS Analytics, a global leader in marketing effectiveness and measurement solutions, today announced a strategic partnership with CreativeX, the pioneer in creative data analytics. This collaboration represents a major step forward in helping brands fully realize the value of their marketing investments by uniting creative quality with performance measurement. For years, marketing mix modeling (MMM) has answered the question
Last week, more than 180 professionals, from brands to agency side marketers joined our MMM Academy webinar on an important topic in today’s measurement landscape: How to upskill analytics teams for lasting, scalable impact. The discussion, led by Ramla Jarrar, Co-Founder and President of MASS Analytics, went beyond methodology to explore what it really takes
On 21 May 2025, we hosted a webinar on how to measure creative effectiveness within MMM. We had a lively session led by Dr. Ramla Jarrar, co-founder of MASS Analytics, alongside Ian Forrester, CEO of DAIVID, who’s spent years figuring out how to decode the science behind great advertising. Here’s a quick recap of what
Fast Marketing Mix Modeling Updates for Better Media Outcomes Due to the changing digital Marketing environment, many companies require more frequent updates to have the most recent read on their marketing performance. For those using, or interested in using, Marketing Mix Modeling as their measurement technique, they usually consider project updates as a challenge due
During the imposed confinement, Mass Analytics gathered the Marketing Measurements industry’s leading experts to share their thoughts on what is happening in their perspective organizations and give us some valuable advice. In this whitepaper, we compiled their thoughts and what they had to say regarding the topic.
This Airline Optimized their Media Mix using Marketing Mix Modeling The client in this case study is an international airline based in Europe. Our collaboration with them yielded a 17% increase in their Marketing ROI and a solid understanding of their marketing mix. This was backed by insights that were driven from the models created
We’ve just rolled out MassTer 4.2. This is a big step forward in making marketing mix modeling a smoother experience for modelers who use our software. With this update, we’ve focused on making the platform easier to use, quicker to set up, and better connected to the tools you already rely on. A Cleaner, Friendlier
We’ve been to many industry events over the years, but Cannes Lions hits differently. Going there for the first time is a bit surreal.
As MMM modelers, we often face issues with capturing insights at the right granularity. A campaign might work well in one region but flop in another. A promotion might drive sales for one product category while barely moving the needle for another. So, how do we capture these nuances without oversimplifying or drowning in complexity?