Marketing mix modeling in three chapters: the omnichannel reattribution algorithm, the budget allocation it allows, then a comparison of the two open source libraries that implement it.
Measuring a marketing campaign’s effectiveness is a decisive question for every advertising business. The multitude of marketing channels available today offers many possibilities, but it also…
Marketing mix modeling (MMM) is a set of statistical methods for assessing the impact of different marketing activity on a company’s sales and revenue.
Following on from our articles on Marketing Mix Modeling, we wanted to offer a more technical piece going further into the methodological detail of MMM. The main aim is to compare Google’s model…
