Budget Allocation has always been a complicated topic in the field of Marketing as it is a complex optimization problem. Furthermore, the call for accountability in marketing has been growing over ...

2. How It Serves Your Audience Best Virtually any business decision I make rests on whether it serves my audience best. This is also true when it comes to social media marketing budget allocation ...

Google has launched Meridian, an open-source Marketing Mix Model (MMM) designed to help marketers optimise their advertising budgets. According to Google, the tool has been tested with hundreds of ...