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

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

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

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 ...

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

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

Esi Eggleston Bracey, the chief growth and marketing officer at Unilever, unpacks Dove's partnership with Crumbl. "That's culture to cart," she said.

Marketing Mix Modeling (MMM) Introduced in the 1950s, MMM is a statistical analysis that evaluates the effectiveness of marketing channels over time.