If your MMM isn’t showing you how your YouTube campaign is boosting Amazon sales or how top-of-funnel spend lifts your Shopify conversions, it’s broken. Most marketing mix modeling (MMM) tools … Continued

You’ve been spending weeks on an elaborate YouTube campaign—filming videos, holding interviews, editing to perfection, the works. After all those weeks of effort (and the financial investment of the campaign), … Continued

Media mix modeling (MMM) is a statistical analysis method used to measure how different marketing channels contribute to business outcomes like sales, revenue, or conversions. When your ad budget strategy … Continued

This article will cut through the noise and help you understand the two main approaches to marketing measurement.