A diversified strategy creates agility to react to market and technology shifts. “AI is much broader than what you read in the news. The technology provides advantages in a myriad marketing ...

The ability to accurately measure the incremental impact of all marketing and non-marketing activities is crucial for informed decision making. Marketing Mix Modeling (MMM), a decades-old technique, ...

Marketers will be able to measure and optimise the effectiveness of their creative at scale using marketing mix modelling (MMM) through a new global partnership between MASS Analytics, a leading ...