It’s Upfronts and NewFronts season—the high-stakes arena where brands place their bets on the best ad inventory across media channels. This is the moment to unleash your best data-driven decision making, and marketing mix modeling (MMM) is your unfair advantage
Building your own marketing mix model (MMM) can seem enticing, but in reality, it can be more than you've bargained for.
Discover how LinkedIn Ads moved beyond in-house MMM and transformed its approach to optimize investments and drive greater ROI. This exclusive Forrester® case study explores how LinkedIn moved beyond last-touch attribution to a layered measurement strategy that provides a holistic view of marketing impact.
In the never-ending quest to prove the value of marketing, improve advertising performance, and simply do more with less, many marketers have embraced Multitouch Attribution (MTA)—a seemingly perfect tool to track every clickable moment on the customer journey. MTA is chock-full of benefits: countless dashboards provide granular reporting, real-time insights and instant credit assignment. It gives digital marketers the sense that they could pinpoint exactly which ads, placements, and even message sequences were driving conversions.
The rise of AI and open-source models has commoditized marketing measurement, but do they truly deliver—or just distract?
An essential report for C-Suite in identifying MMM use cases and the critical capabilities that are shaping strategies to maximize ROI.
Analytic Partners named a Leader in the 2024 Gartner® Magic Quadrant™ for Marketing Mix Modeling Solutions.
Are the best solutions bought, or built? Every organization looking to elevate their MMM program to a Commercial Analytics solution will grapple with this question at some point.
A whitepaper that deep dives into the most dangerously overlooked sources of “noise” in incrementality experiments in marketing mix models.
Like the boys from “Weird Science” and Dr. Frankenstein, in the world of Marketing Measurement, there are well-intentioned but needy parties trying to compensate for the limits of the real world by creating a strange new alchemy: Experimentation + Bayesian MMM.
