MTA vs. MMM: Which marketing attribution model is right for you?

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – ...
adexchanger

As MMM Rides Again, Google Finds Its Place In The Conversation With Meridian

Tracking is a mess. Attribution is broken beyond repair. IP address identity data may go the way of the dodo. Which means marketing mix modeling is back, baby! If you need proof, Google launched its ...
Fast Company

Optimizing ad spend with AI-powered marketing mix modeling

Few technologies have merged into the everyday lives of people around the world as rapidly as artificial intelligence (AI) has in the past few years. It’s like we all just woke up one morning to find ...
MarketWatch

Analytic Edge Now a Certified Partner in APAC for Google's Meridian Marketing Mix Modelling (MMM) Platform

EDISON, N.J., March 4, 2025 /PRNewswire/ -- Analytic Edge (a C5i company), a leading provider of marketing and sales analytics solutions, announced that it is now a certified partner in APAC for ...
Search Engine Land

How to avoid marketing mix modeling mistakes that derail results

Marketing mix modeling (MMM) is having a moment in marketing measurement. As privacy regulations limit user-level tracking, marketers are turning to it for reliable, cross-channel measurement. (We ...
Forbes

Unpacking Google’s Meridian Announcement

Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM tools gauge the impact of marketing and media investments on vital ...
Marketing Dive

How to tackle measurement as Google rolls out open-source marketing mix modeling

With the death of third-party cookies underway, the pressure is on marketers to adopt new solutions for targeting, tracking and measurement before long-standing tactics become inoperable by the end of ...
Bizcommunity on MSN

Marketing mix modelling is shifting from experimental to essential in SA

More than half of the US marketers use marketing mix modelling (MMM) and 49% will be investing in it in the year ahead. Local brands are also quickly waking up to the fact that gut feel can’t keep ...
Forbes

Media Mix Modeling: A Tried-And-True Way To Allocate Your Budget

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 ...
adexchanger

James & James Is Using MMM To Keep Its AI-Based Ad Buying ‘Honest’

When ad tech veteran Tristan Cameron, formerly of LiveRamp and Inuvo, joined furniture brand James & James as CMO in January, she came with a mandate to question everything and bring greater rigor to ...
Chief Marketer

Measuring What Matters: 5 Steps for Smarter Marketing Investment

As we continue into an era of rising media costs due to increased competition and fragmentation across audiences and touchpoints, marketers can no longer solely rely on traditional metrics such as ...