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

Marketing mix modeling (MMM) is having a moment in marketing measurement. As privacy regulations limit user-level tracking, marketers are turning to it for reliable, cross-channel measurement. (We ...

EDISON, N.J., March 4, 2025 /PRNewswire/ -- Analytic Edge (a C5i company), a leading provider of marketing and sales analytics solutions, announced that it is now a certified partner in APAC for ...

Bernard May is the CEO of National Positions, a 5-time Inc. 500 company, award-winning marketing agency and Google Premier Partner. In my years as a marketing executive, I’ve seen teams spend months ...

Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM tools gauge the impact of marketing and media investments on vital ...

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 ...

The world of marketing measurement is buzzing about AI. But when it comes to complex techniques like media mix modeling (MMM), the field is awash with false promises about the benefits that these new ...

As we continue into an era of rising media costs due to increased competition and fragmentation across audiences and touchpoints, marketers can no longer solely rely on traditional metrics such as ...