In a rapid three-month implementation of Meridian for Alaska Airlines, Adswerve found an 11% projected increase of addressable advertising revenue that could be worth up to $100 million and predicted ...

Marketscience - advanced marketing measurement and optimization Peer-reviewed research reveals how traditional MMM methods may over ...

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

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

A flagship capability of the Measured platform, the Media Plan Optimizer is powered by Measured's proprietary triangulated measurement system, which combines incrementality testing, Media Mix Modeling ...

Causal AI adapts in real time, learning from every shift. Here’s why it outperforms static models when the market won’t sit ...

Accurate Attribution Across All Channels Unlike digital attribution models that often focus on online channels alone, Marketing Mix Modeling takes a holistic approach. It evaluates the impact of ...

Continuing the theme of marketing excellence, Rodica Ceslov discusses the most effective marketing modeling mix for pharma in 2013 and addresses budgetary considerations. As pharmaceutical ...

By applying the same countercyclical wisdom as investors do during a downturn, the most successful companies don’t cut ...

Learn how to build a smart SEO and PPC budget mix that aligns with your goals, supports performance, and stands up to executive scrutiny.

Direct Message: Google’s open-source Meridian reframes marketing-mix modeling (MMM) as a practice —not a product—by letting brands see, test, and tailor every assumption in the code itself.

When correctly built and validated, market mix models transcend mere media spend analysis. They become strategic planning tools, bridging marketing, finance, and executive decision-making.