2020 was, by all means, a challenging year for advertising, as spending fell by 8.8%. However, global advertising spend is forecasted to recover to 5.8% growth in 2021. It will reach a total of US$579 billion, based on the latest Dentsu Global Ad Spend forecasts. Digital ad spending however persisted during the pandemic. It grew
In a world characterized by the increasing availability of data, classic MMM based on national modeling falls short of marketers’ expectations when it comes to the provision of granular insights necessary for data-driven decision-making.
Marketing Mix Modeling is the art & science of using sophisticated statistical analysis to measure the impact of marketing channels on sales.
In the previous article, we covered Data Exploration which paved our way to the fifth article in our series. Now that the analyst is familiar with their charted data, in-depth work should be conducted to successfully transform the variables and test various hypotheses to get a better idea about the reality behind the model inputs.
MASS Analytics’ participation at the MMM Summit @Google highlighted the exponential growth of Marketing Mix Modeling in today’s complex environment. With 12 speakers and 3 sections, experts discussed the importance of granular data, evolving MMM trends, and the need for comprehensive MMMs. They emphasized the importance of honesty and continuity in the brand-agency relationship and…
Building Diminishing Return curves (DR) after modeling is a mistake. This article will explain why and how to properly conduct an MMM project.
This blog is the fourth of a series of articles that will introduce our readers to Marketing Mix Modeling (MMM), a proven marketing and ROI measurement technique. MMM has stood the test of time and is today leading the way of highly granular and privacy compliant marketing measurement techniques. In today’s digital world, data has
This blog is the third of a series of articles that will introduce our readers to Marketing Mix Modeling (MMM), a proven marketing and ROI measurement technique. MMM has stood the test of time and is today leading the way of highly granular and privacy compliant marketing measurement techniques. In the previous article from this
In an environment characterized by a proliferating media landscape and strict privacy regulations, in-housing MMM has become a strategic move for any business regardless of its size. By in-housing, the business ensures full control over their data, their process, and the results and insights of their projects. They also guarantee the scalability and cost-efficiency of their models.
In the first article we introduced our readers to the components of Marketing Mix Modeling, its role, and the environment in which it functions. In this article, we dive into the process that ensures the success of MMM projects. A reliable, replicable, and scalable process creates a sense of comfort regarding the success of a…