"Marketing mix" is a term that describes the varying elements that play a vital role in the planning of the marketing of a product or service. Traditionally known as the "Four P's" — product, price, ...

This article was co-authored by Matt Wakeman, Weicong Zhao and Joseph Enever, analysts in the Gartner Marketing Practice, ...

Former agency executives from Dentsu, Kantar, and Nielsen who now work at a startup focused on marketing mix modeling (MMM) believe they have developed a way to enable small and medium-sized ...

When it comes to complex techniques like media mix modeling, the field is awash with false promises about the benefits that ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Too often these days, the message is ignored in favour of the medium, a function of both ease and the way marketing mix modelling – commonly used by marketers as a basis for their campaigns – is set ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

NEW YORK, May 15, 2024 /PRNewswire/ -- In today's rapidly evolving telecom landscape, companies face unprecedented challenges in effectively allocating their marketing budgets and optimizing their ...

Google will now open Meridian, the company’s marketing mix modeling measurement system, which will become available to all marketers and data scientists globally. A certified partner program with more ...

As a staff writer for Forbes Advisor, SMB, Kristy helps small business owners find the tools they need to keep their businesses running. She uses the experience of managing her own writing and editing ...