There have been several reasons for the sharp growth in MMM. Most obviously, privacy regulations and platform changes have made individual‑level tracking much harder, eroding the reliability of ...

The techniques that have served marketers for over fifty years are evolving rapidly, driven by artificial intelligence, increasing market volatility and a fundamental shift in what we expect ...

More than half of the US marketers use marketing mix modelling (MMM) and 49% will be investing in it in the year ahead. Local brands are also quickly waking up to the fact that gut feel can’t keep ...

The 4 Ps (Product, Price, Place, Promotion) form the "marketing mix," a foundational framework for marketing strategy. While the concept originated in the 1960s, it remains essential for aligning ...

Established in 1980, Terraco operates across 75 countries and has built a reputation for developing environmentally friendly finishing materials and innovative building solutions. This conversation ...

SMA Marketing announced the development of a new machine-learning–driven approach designed to help businesses assess the likelihood of achieving first-page Google search rankings before investing in ...

Building a complete and differentiated go-to-market plan is something all marketing professionals strive to achieve. We typically follow a methodology to ensure that the target customer is at the ...

This post is sponsored by Analytic Partners. The budget email landed in December last year, and the number was exactly what you feared: same as 2025. Maybe slightly less. But the growth target? That ...

Media mix models have helped advertisers make sense of marketing effectiveness since the 1960s. As platforms lean further into automated, probabilistic optimization, it becomes tempting to hand over ...

Why do people hesitate to move into a senior town even when they can afford it? One of the biggest reasons is that it means living only among older adults. The concern has grown as active seniors, who ...