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

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 ...

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.

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

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.