The techniques that have served marketers for over fifty years are evolving rapidly, driven by artificial intelligence, ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

LONDON--(BUSINESS WIRE)--A leading healthcare and medical products company was finding it difficult to compete with their competitors in the market. The client wanted to establish an optimum market ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – ...

With its powerful features, seamless integration with STAGE–Assembly's global operating system–and in support from META, the new marketing mix modeling app is set to redefine how brands approach ...

Are you a print subscriber? Activate your account. By Tim Nudd - 27 min 12 sec ago By Ad Age and Creativity Staff - 1 hour 51 min ago By Ad Age Staff - 2 hours 22 min ago By Adrianne Pasquarelli - 2 ...

Data from campaign analysis and marketing-mix models has become easier for marketers to understand. AI-based no-code tools make it possible, but the ease of use has its limitations.

The 4 Ps are the key factors in marketing a product or service to consumers: product, price, place, and promotion. They are also known as a marketing mix.

There are different approaches to marketing measurement that help businesses understand which of their campaigns bring the most value and how to allocate budgets to maximise ROAS. The most ...

With the death of third-party cookies underway, the pressure is on marketers to adopt new solutions for targeting, tracking and measurement before long-standing tactics become inoperable by the end of ...

Google's open-source Meridian helps marketers build better models, understand lift by channel and finally bring sanity to their measurement strategies. Necessity is often called the mother of ...

This article was written by Incrmntal CEO and co-founder Maor Sadra. Mobile games have brought gaming to the masses. Titles like Candy Crush, Angry Birds and Clash of Clans have reached audiences ...