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What is marketing mix modeling
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What is Marketing Mix Modeling?

There was a time when we considered traditional marketing practices and the successes or failures they yield as an art form. With mysterious, untraceable results, marketing efforts lacked transparency and were widely regarded as being born out of the creative talents of star marketing professionals. As the world of digital marketing has exploded, it changed

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The balance between brand marketing vs. performance marketing
Blog

The balance between brand marketing vs. performance marketing

Marketers often face a dilemma: how to split the available budget between conversion-focused campaigns and brand-building ones? This ratio has to continually flex in response to customer needs, demand, and many other external factors. The pandemic is a perfect example of how brands needed to adapt their marketing strategies in response to major societal change.

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Synergy Effect formula
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Synergy models – Getting more than you bargained for

Consumers live in a world of simultaneous media usage. They watch television while they surf online. They listen to the radio while they read the newspaper. They page through a magazine while they stream music. Companies that have understood these behavioral patterns and built synergistic campaigns across different media are already ahead, but can they

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In house marketing requires analytics
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Moving digital marketing in-house requires an upgrade in analytics capability

An increasing number of brands are looking to in-house marketing activities, especially the planning and buying of digital advertising. This was a clear trend before Covid-19 but has grown even more in popularity since the crisis when marketers’ world was turned upside down. Teams scrambled to adjust their advertising messages, campaigns, and offers. Meanwhile, media

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A simple example of overfitting: The red fit perfectly captures all data points, but is clearly not a very sensible model; it is too complex, overfitting the noise in the data. The green fit captures the essential behavior in the data, even if it is slightly off for each data point.
Blog

The Next Generation of Marketing Mix Modeling is Bayesian!

Just as making marketing decisions purely on intuition is not a wise strategy, basing them only on naive data analysis is equally bad. Kantar’s Unified Marketing Measurement and Optimization Hamilton AI marketing attribution model offers a superior combination between domain knowledge – the beliefs that you already have about how your marketing works – and new information

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