Talking Models Plus Experiments at The I-COM Summit 2025
This May, we headed to Menorca for the I-COM Summit Experience — a beautiful place with a very focused mission.
Aziz Ben Hadj Yahia
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How Retailers Measure Catalog Marketing Effectiveness
I’ve had this conversation with retailers more times than I can count: Do catalogs still work? It’s a fair question. Printing and distributing them is expensive – glossy pages, full-color spreads, and the logistics of getting them into the right hands all add up. And with digital marketing offering so many ways to track customer
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MASS Analytics and DAIVID Partner to Enhance Marketing Mix Modelling with AI-Powered Creative Effectiveness Insights
Marketers will be able to measure and optimise the effectiveness of their creative at scale using marketing mix modelling (MMM) through a new global partnership between MASS Analytics, a leading provider of MMM solutions, and creative effectiveness platform DAIVID. The deal will allow brands and agencies to maximise both the impact of their media and
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Webinar: Calibrating Mix Models With Ad Experiments
Here’s a quick recap of what went down when Ramla Jarrar (MASS Analytics), Rick Bruner (Central Control), and Talgat Mussin came together to talk about one of the biggest shifts happening in marketing measurement today: bringing Marketing Mix Modeling and ad experiments together. Why this topic matters For years, marketers have been stuck trying to
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How to Measure Brand Correctly in Your Marketing Mix Model
Modeling brand is an essential part of a modern MMM. Afterall, it’s well-documented in marketing literature that brand perceptions influence sales, as research by Professor Koen Pauwels has shown. In addition, brand is an important driver of company valuation in the form of brand equity. We have seen recently how Twitter’s rebranding to X wiped…
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Spend, Clicks, or Impressions? Selecting The Right Metric to Model in Marketing Mix Modeling
While modeling, analysts find themselves hesitant whether to use impressions, spend, or clicks metrics to model the impact of their ads. At MASS Analytics, our approach is to look at all the available metrics and use the most appropriate one for each channel, bearing in mind the questions the client wants to answer. The logic
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Learn Marketing Mix Modeling: Data & Resources to Get Started
This guide will provide you with a business understanding of MMM, its use cases, and practical resources to implement it at your company.
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Mark Gooding on Why He Joined MASS Analytics
I am excited to announce I have joined the executive team at MASS Analytics as Chief Growth Officer energising the mission to democratise the use of analytics to prove the value of marketing investments and support better business decisions across the globe.
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Marketing Mix Optimization: The Science-Backed Approach to Get the Most Out of Your Marketing
In most companies, marketing budgets are decided on in one of the following ways: As percentage of revenue or profit Incremental adjustments of previous budgets based on performance/goals Basing the amount on how much competitors are spending Zero-based budgeting: starting from zero and justifying every expense The problem with these methods is that they don’t
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Marketing Mix Modeling 101 – MMM Simply Explained by MASS Analytics
If you’ve heard the term Marketing Mix Modeling thrown around a lot lately and you still don’t quite get it, dig no further as this article is all you need for a good introduction to MMM. But before we dive into the slightly technical side of this article, let’s just imagine you’re baking a cake.…