Businesses use the marketing mix to determine how to promote and position their products to appeal to their target audiences. However, marketing services – rather than products – requires a different ...

On the glamour scale, statistical modeling attribution falls somewhere between flossing and pulling weeds. But for the team building a marketing mix model to guide the process of creating and managing ...

LONDON--(BUSINESS WIRE)--Quantzig, a global data analytics and advisory firm, that delivers actionable analytics solutions to resolve complex business problems has announced the completion of its ...

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 ...

Marketing mix modeling (MMM) is a relatively new concept that combines a variety of marketing channels with large data sets of historical performance data. This combination helps channel marketers ...

Business success requires an optimized mix of people, process, and technology. Too many organizations ignore or forget the middle layer—the process engineering—that brings together their teams and ...

When a conventional marketing-mix model proved too latent, the brand's ecommerce head Drew Schneier went agile and got real-time results.