#marketing-mix-modeling tag

Google Updates Ad Campaign Performance Insights

Meridian now lets you include non-media variables like pricing and promotions to more precisely measure their impact on sales. And new channel-level contribution priors are designed to help you guide the MMM with your own business knowledge so you can get more actionable insights. This is made possible by enhanced binomial adstock decay functions for smarter optimization. Plus, new marginal ROI (mROI) based priors help you pinpoint where your next dollar should go for the highest return with strategic adjustments based on past success.

Marketing tech

fromMarTech

2 days ago

Google expands capabilities of its open-source MMM program | MarTech

Meridian expands open-source marketing-mix modeling to include non-media variables, channel priors, enhanced adstock for long-term effects, and mROI priors for better budget allocation.

fromForbes

4 weeks ago

How Circana's Cara Pratt Plans To Fix Retail Media's $60BN Measurement Problem

While retailers rush to launch new ad formats and in-store screens, brands have a simpler request: prove that their advertising works. With Circana's acquisition of Nielsen's Marketing Mix Modeling business in August and NCSolutions in June, the company is positioning itself as the independent arbiter retail media desperately needs. Leading this charge is Cara Pratt, just 90 days into her role as President of Global Retail and Media, who brings the unique perspective of having built Kroger's retail media network from the inside.

Marketing tech

fromMarketing Dive

1 month ago

Circana acquires Nielsen MMM to grow measurement capabilities

Circana acquired Nielsen's MMM business, integrating it with NCSolutions to expand global marketing analytics and provide an end-to-end media measurement platform.

fromPractical Ecommerce

1 month ago

Ad Attribution Gets a Crystal Ball

Predictive attribution modeling 'will take you at least to the campaign level,' said Cameron Bush, vice president of digital transformation at Meyer, a cookware manufacturer.

Marketing

fromForbes

2 months ago

Five More Must-Know Marketing Principles For MMM Success

Marketing effectiveness mirrors the complexities of real-world dynamics, reflecting authentic interactions and compound effects.

Accurate modeling of marketing principles can significantly impact budget efficiency and strategic decision-making.