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Author name: Kaytics Analytics

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Marketing Measurement

Digital and Traditional Out-of-Home (DOOH/OOH) in Media Mix Modeling

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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 for: Integration into Media Mix Modeling Interdependencies Between Media Channels Accounting for Interdependencies By incorporating […]

CPG

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

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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 arrive at buyer meetings with retailers equipped with a solid foundation of data.  Historically, CPG

General

Podcast

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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 starting out in the field.

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