Banner Before Header
Browsing Tag

Marketing Mix Modeling

IRI Joins Marketing Mix Modeling Program on Facebook

IRI to Provide Marketing Mix Modeling Solutions with Improved Data Granularity and More Seamless Access to Insights IRI, a global leader in innovative solutions and services for consumer, retail and media companies, announced that it has been selected to join the Marketing Mix Modeling (MMM) Program on Facebook. As a member of the Facebook MMM Partner Program, IRI has been designated as a trusted third party empowered to leverage Facebook performance metrics to drive comprehensive marketing measurement for clients. “In…

Four Measurement Best Practices for Retail Marketers

The explosion of digital channels, platforms, and devices is both a blessing and a curse for retailers. Retail Marketers can reach audiences in new ways, but budgets need to stretch further as customer journeys become more complex. Taking a smart, Data-driven approach to measurement is essential for understanding what’s working, what’s not, and where to spend the next marketing dollar. By embracing these four measurement best practices, modern Retail Marketers can get the accurate, actionable insights they need to improve…

Why You Should Consider Embedding Analytics into Current Business Processes

A global data analytics and advisory firm, Quantzig, that delivers actionable analytics solutions to resolve complex business problems has announced the completion of their latest success story. During the course of this engagement, the marketing analytics experts at Quantzig helped the client to devise a robust marketing mix model to systematically gauge the effectiveness of individual marketing channels. Marketing mix modeling is a statistical technique that performs several multivariate regressions on sales and business…

Marketing Mix Modeling and Multi-Touch Attribution: Why a Multi-Model Approach is a Marketer’s Measurement Dream

Marketing departments are no longer measured by the leads they generate, but by providing proof of ROI for every campaign they run. This makes the need for accurate measurement increasingly important. Yet traditional marketing measurement approaches such as last touch are unreliable and imprecise, and often lead marketers to make the wrong decisions when it comes to budget allocation. There are, however, two distinctly different measurement methods that offer marketers advanced ways to identify the channels, campaigns,…

MTA Mythbusting: Reality Versus the Noise in the Marketplace

Marketers are finally beginning to embrace multi-touch attribution (MTA) as a way to make in-flight optimization decisions in market, because they can learn which channels, platforms, publishers, formats, creatives, and audiences are influencing purchases, and how they all work together. MTA represents a major step forward for accountable marketing when it’s well understood, implemented correctly, and used in combination with other measurement methodologies like marketing mix modeling (MMM). In fact, CMOs across the world…