Understanding the Role of Data in Market Analytics Data-driven decision-making has become essential in modern marketing, enabling businesses to optimize their strategies and maximize return on investment (ROI). Marketing Mix Modeling (MMM) is a powerful analytical approach that helps organizations…

  Leveraging Data-Driven Decision In today’s fast-paced business environment, data-driven decision-making is essential for successful marketing strategies. Unlike traditional decision-making processes that rely on intuition or past experiences, data-driven decision-making leverages quantifiable data and empirical evidence to guide choices and…

In the context of broader media mix modeling (MMM), measures derived from Digital and Traditional Out-of-Home (DOOH/OOH) advertising are crucial for understanding their effectiveness in conjunction with other media channels. Here’s how these measures are utilized and the interdependencies accounted…

What is Marketing Mix Modeling (MMM)?: Marketing Mix Modeling (MMM) is an analytical technique used to determine which marketing tactics most effectively drive sales by examining historical data. It also measures the Return on Advertising Spending (ROAS), helping businesses to…

Data collected from retailers has become a lifeline for CPG manufacturers. Aggregated point-of-sale (POS) data from various retailer channels is available for purchase from the three major data providers: Circana (formerly IRI), NielsenIQ, and SPINS. It is imperative that brands…