There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to ...

Estée Lauder, the US-based cosmetics, skincare, and makeup company, has successfully retooled its approach to marketing mix modeling (MMM) so it captures the impact of influencer content. “Marketing ...

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 decades-old technique, ...