Marketing Measurement

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

Kaytics Analytics / November 5, 2024

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 […]

Marketing Mix Modeling (MMM)

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 plan successful future campaigns, optimize budget allocation, and predict the outcomes of various marketing strategies.