Embracing Marketing Mix Modeling Over Touch Attribution

Marketers Head Back to the Future With MMM

The Movie Theatre: A Helpful Analogy When Marketers First Encounter MMM

When marketers first encounter the concept of marketing mix modeling (MMM), it may feel as though they've missed the key plot of a film, making it hard to follow. That's...

Navigating New Waters: From Deterministic to Probabilistic Marketing Measurement

Before we begin, it’s important to clarify when we discuss probabilistic marketing measurement, we're not referring to the dwindling methodology of fingerprint attribution. Instead, the probabilistic approach we advocate in...

Explainer: A Two-Minute Guide To Marketing Mix Modeling (MMM)

What is Marketing Mix Modeling? Marketing mix modeling (MMM), also called media mix modeling, is a statistical method that analyzes time series data (chronological data) from sales and marketing. The...