Opinions expressed by Entrepreneur contributors are their own. A small business marketing communications strategy doesn’t have to be complex and overwhelming. In fact, many of the most successful ...

Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and ...

Day One of ARF’s “Attribution & Analytics Accelerator” event offered intriguing marketing modeling case studies from four major brands, Microsoft, Mazda, Trojan, and Cotton Inc., along with their ...

Fifty years ago, optimizing the media mix was relatively easy. Companies could select from a mix of national and local magazines, newspapers, broadcast television networks, radio and large industry ...

Natalie is Founder & President of Magnetude Consulting, a full-service marketing agency working with small and midsized B2B tech firms. When someone says, “MSP,” most think “IT.” This instinctive ...

Stressed about your business’s future? Maybe it’s time to look to the past for solutions. History buffs know the past offers valuable insights for navigating the challenges of the present. In today’s ...

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 interested in measuring effectiveness and ROI need to understand whether marketing mix modeling (MMM) can work for them and how to get the most from it. Modeling measurements are often ...

Look at virtually any consumer industry and you’ll see how changes in digital technology are fundamentally altering the way that consumers engage with brands before, during, and after a purchase.

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 ...

The beauty industry is optimised for speed: fast and monthly product cycles, algorithm-led content and shrinking attention spans have made virality a core KPI, resulting in most marketing and product ...