Marketing mix models aim to answer the marketer’s billion-dollar question: where should you spend your budget? Yet most organizations build models and still struggle to translate their outputs into ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

Low confidence; growing capability gaps around data, digital and strategy; siloed teams with “limited influence”. Three years ago, Bupa Global’s marketing team wasn’t seen as the place where great ...

In an era where privacy concerns, AI advancements and zero-click trends are reshaping digital marketing, businesses need smarter tools to navigate complexity. Marketing mix modeling is emerging as a ...

Reach Analytics, a leading predictive platform for marketing teams, announced the launch of new-to-market automated response modeling capabilities. The new features are now live and available for use ...

The Gulf region is evolving at remarkable speed. With ambitious national strategies across the GCC focused on building ...