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
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
2020 is behind us. Marketers are focusing on putting in place a robust, dynamic marketing plan for the New Year. The ongoing COVID-19 pandemic influences consumers behavior in all aspects: What we shop, where and how. Despite the glimpse of hope that we will overcome the COVID-19 crisis, brands baselines might not get back to
Discover the power of reliable ground truth data for your Marketing Mix Modeling (MMM) needs. By utilizing information that is known to be real and true, provided by direct observation and measurement, you can enhance the accuracy and effectiveness of your MMM models. Gain strategic insights, refine marketing strategies, and optimize customer journeys with the…
In the world of agile marketing measurement, success and efficiency go hand in hand. With the ability to quickly respond to business changes and stakeholders’ demands, agility becomes the new business building block. But what drives the need for agile marketing measurement? Faster product delivery, continuous improvement of customer satisfaction, and higher flexibility are just…
COVID-19 pandemic has shaken the world and changed consumers’ behavior forever. According to Alex Owen, Global Head of Data & Analytics at Unilever, “COVID-19 has accelerated what could be a 10 years’ worth of change”. This unexpected change has also affected massively the marketing industry. A wide range of advertisers had to adapt their marketing
Krishnan is a Marketing and media measurement leader with over 14 years of experience in delivering products, and consulting engagements across Asia-Pacific. His focus for the last 8 years at MediaCom Singapore has been on nurturing teams to design products and solutions using data and technology at scale, to enable brands to grow. How is