Adswerve identified an 11% projected increase in addressable advertising revenue by using Google’s open-source marketing mix ...

There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to ...

Marketing mix modeling is emerging as a critical solution, offering data-driven insights to optimize marketing strategies, allocate budgets effectively and achieve measurable results in 2025 and ...

New data from mobile measurement platform Kochava reveals that artificial intelligence is exposing massive flaws in how app ...

Marketing Mix Modeling. PODCAST: AdExchanger Talks. The Behavioral Economist’s POV On Marketing Measurement. BY Allison Schiff // May 6th, 2025. Marketing measurement is messed up – it’s hard to argue ...

Economic shocks, AI-disrupted behavior, shortened feedback loops and relentless volatility have made long-range forecasting ...

Marketing mix modeling is key to achieving marketing efficiency. Learn its benefits for ROI, channel synergy and data-driven decisions.

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 ...

Traditional metrics can’t capture how campaigns interact. Test for multiplicative and synergistic effects and rethink paid ...

Ultimately, Simulmatics’ modeling—sold as “Media-Mix”—simulated an ad campaign to predict its effectiveness. Ad agencies that collected consumer data could use Simulmatics’ methods to ...

For decades, marketing mix modeling (MMM) has proven valuable for identifying patterns in performance and providing high-level insights into marketing effectiveness over longer periods.