MMM is only as good as its data and assumptions. Avoid common modeling pitfalls and turn your analysis into real business ...
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 ...
Marketers say accurate measurement is the most important element of a successful B2B multichannel marketing strategy, according to recent research from ActOn and Ascend2. The report was based on data ...
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