The techniques that have served marketers for over fifty years are evolving rapidly, driven by artificial intelligence, increasing market volatility and a fundamental shift in what we expect ...

With its powerful features, seamless integration with STAGE–Assembly's global operating system–and in support from META, the new marketing mix modeling app is set to redefine how brands approach ...

As part of a much broader push into AI-powered data and analytics products aimed at the ad industry, Google today unveiled plans for a new marketing mix modeling platform that will be offered to ...

Marketing measurement is broken, and everyone knows it. Every week, I talk to marketing leaders who are desperate to quantify the revenue that marketing is incrementally delivering to the business.

There have been several reasons for the sharp growth in MMM. Most obviously, privacy regulations and platform changes have made individual‑level tracking much harder, eroding the reliability of ...

Google has launched a new open-source marketing mix model (MMM) for data scientists and marketers called Meridian. It's meant to help them better understand how their marketing campaigns influence ...

Google's open-source Meridian helps marketers build better models, understand lift by channel and finally bring sanity to their measurement strategies. Necessity is often called the mother of ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

This article was written by Incrmntal CEO and co-founder Maor Sadra. Mobile games have brought gaming to the masses. Titles like Candy Crush, Angry Birds and Clash of Clans have reached audiences ...

Google launched a new measurement tool for advertisers in anticipation of its plan to phase out third-party cookies later this year. Meridian, an open-source Marketing Mix Model (MMM), has been ...

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 ...

Tension: Marketers need clear guidance on where to spend next, yet most measurement tools trade transparency for convenience—forcing teams to trust whatever the vendor black box spits out. Noise: ...