When I looked at the authors' list of what is typically not considered in most marketing mix models, these were the big misses that stood out: The model does not consider customer behavior but is ...

Former agency executives from Dentsu, Kantar, and Nielsen who now work at a startup focused on marketing mix modeling (MMM ... allows users to run unrestricted models and conduct dynamic what ...

Nevertheless, these days, the concept of marketing mix has greatly evolved to include some other ‘Ps’ as well like people, positioning, packaging and politics. Overview of the 4Ps of marketing ...

This article examines the development of commercial sponsorship as a legitimate marketing communications option available to management. Initial attention focuses on the causes of sponsorship ...

The ability to accurately measure the incremental impact of all marketing and non-marketing activities is crucial for informed decision making. Marketing Mix Modeling (MMM), a ... Calibration is the ...