Marketing Mix Modeling (MMM)

Marketing Mix Modeling (MMM)

Seifu ZerihunJul 28, 20243 min read

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…

MULO: Multi-Channel Markets in Circana, NielsenIQ & SPINS

MULO: Multi-Channel Markets in Circana, NielsenIQ & SPINS

Kaytics AnalyticsJul 18, 20243 min read

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…

Podcast

Podcast

Kaytics AnalyticsJun 15, 20241 min read

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…

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