Why Hasn’t Marketing Mix Modelling (MMM) Advanced Much Since its Introduction?

Why Hasn’t Marketing Mix Modelling (MMM) Advanced Much Since its Introduction?

Marketing Mix Modelling (MMM) is transforming a classical adage that half of the advertising spends are being wasted, with the problem being the inability to identify which half. An enormous amount of data is being generated every year to assist marketing managers to make decisions on the optimum utilization of marketing budgets. By analyzing data […]

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