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
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?
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
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
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…
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
This guide will provide you with a business understanding of MMM, its use cases, and practical resources to implement it at your company.
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.
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
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.…