Granularity and actionability are the holy grail of all marketers in relation to marketing measurement. This wasn’t accessible around 20 years ago, mainly because data wasn’t nearly as available as it is today, the methodologies used not nearly as advanced, and the computation power not nearly as fast. Today, the availability of these elements has
June 7th, 2022 was the second day of the I-COM Summit Experience 2022 in Barcelona. One of the first events of the day was a roundtable hosted by Mass Analytics. Dr. Ramla Jarrar, the CEO of MASS Analytics, had the pleasure of welcoming Nick Bridden, Head of Global Commercial & Digital Analytics at Reckitt, as
Our latest webinar brought together some of the brightest minds in marketing measurement to talk about the new era of Marketing Mix Modeling (MMM) and how it’s evolving fast to meet the challenges of a cookieless world. The session featured Dr. Ramla Jarrar, Co-founder and CEO of MASS Analytics, Alice Sylvester, Partner at Sequent Partners,
Running a Marketing Mix Model project allows brands to go beyond acquiring a functional measurement system. It provides them with applicable results that could trigger immediate actions. This is why creating an insightful and actionable Marketing Mix Modeling is crucial to reaching the company’s goals. And while there are so many factors to take into
The event covered a broad range of topics that we believed were exactly targeted to what we do at MASS Analytics. This experience allowed us to get diverse opinions from various experienced professionals.
Marketing is a dynamic field. Consumers’ interactions with brands and responses to marketing activities are constantly evolving through paid, owned, and earned media. Furthermore, the amount of data produced and the number of KPIs associated with marketing and communication are proliferating as time passes. In this constantly evolving and dynamic setting, measurement becomes more complicated
A new era calls for New Marketing Measurement A faster Marketing Mix Modeling project turnaround emerged as a necessity following the way COVID-19 pandemic has shaken the measurement industry. Accelerated changes in consumer behavior and marketing spending became the new norm to be measured and optimized. According to Alex Owen, Global Head of Data &
Log-linear models are being increasingly adopted by the Marketing Mix Modeling community to better model real-world scenarios and have thus become essential to perform modern MMM. One drawback of the classic additive model is that it implies a constant slope for each additional unit of the predictor. This assumption is accurate only if the environment
Kellogg’s is a prime example of how a Consumer Processed Goods (CPG) brand leverage Agile Marketing Mix Modeling to increase ROI in record time. To illustrate how Marketing Mix Models can be used for ROI Optimization, we invited Mr. Ajay Ahuja to our first 2021 MASS Analytics webinar