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…

An early 2024 recording of a conversation with our founder and principal, Seifu Zerihun. The Marketing x Analytics Podcast features interviews with top business executives, analysis of the most recent advancements in marketing and analytics, and guidance for individuals just…