How smarter campaign modeling and automation drive real marketing ROI Overcome CRM limitations, fix attribution gaps and unlock true marketing ROI with smarter automation and campaign modeling. May 8, 2025 Despite marketing technologies’ promise, organizations still struggle to link their efforts to measurable business outcomes. Platforms like Salesforce offer structured ways to track … Continue reading How smarter campaign modeling and automation drive real marketing ROI
MMM’s diverse applications — from budget to media optimization — make it a critical tool for proving and improving marketing performance. David Walters on February 21, 2025 This article was co-authored by Matt Wakeman, Weicong Zhao and Joseph Enever, analysts in the Gartner Marketing Practice, covering marketing data and analytics. Marketing leaders have long … Continue reading Unlocking the power of marketing mix modeling solutions
Evolving media trends requires integrating emerging channels into MMM for holistic marketing insights. Angelina Eng on December 3, 2024 Media mix modeling (MMM) helps brands understand how marketing investments affect the bottom line. It originally focused on high-reach channels such as network television, print and radio to assess brand impact and audience reach. … Continue reading Rethinking media mix modeling for today’s complex consumer journey
Learn how predictive modeling can optimize your marketing campaigns through accurate audience segmentation, strategic ad placement and more. Jessica Hawthorne-Castro on January 31, 2024 Predictive analytics provides a solid foundation for data-driven decision-making for marketing campaigns. But while most marketing leaders already use some form of predictive analytics, specifically predictive modeling, many still struggle to … Continue reading Why you should add predictive modeling to your marketing mix
Marketing-Mix Modeling Looking From The Bottom Up by Laurie Sullivan , Staff Writer @lauriesullivan, October 16, 2023 Marilyn Barnett was an on-camera model for a local Detroit grocery store called Farmer Jack. Every week the store would run an ad. When she decided her modeling days were done in 1972, she leaned into the cross-traffic of … Continue reading Marketing-Mix Modeling Looking From The Bottom Up
Google Search: A Gross Margin Framework For Generative AI Modeling by Laurie Sullivan , Staff Writer @lauriesullivan, October 12, 2023 Google, Microsoft and others focused on search are preparing the ad industry to make one of the biggest transitions with the introduction of generative artificial intelligence (GAI). On Thursday, Google announced the ability to create images with … Continue reading Google Search: A Gross Margin Framework For Generative AI Modeling
Google Analytics 4 is of limited use for attribution modeling. That’s where marketing mix modeling comes in. Katie Robbert on August 25, 2023 Do you see more “unassigned” and “direct” traffic in your Google Analytics account even if you’re careful with your UTM tagging? That’s because data privacy regulations protect the users visiting your website. … Continue reading Preparing for marketing mix modeling: What you need to know
Learn more about attribution modeling, what it is, different types of attribution modeling and how you can use it as a digital marketer. Danni White on April 14, 2023 Attribution modeling is what many marketers use to help determine the comparative value of a marketing or advertising channel. Understanding the value of these channels and … Continue reading Why we care about marketing attribution modeling
With increased pressure to prove the value of marketing, it’s time to revisit the MMM approach. Jason McNellis on March 2, 2023 Boards and the C-suite expect CMOs to lead the way to profitable growth in 2023 despite various macroeconomic pressures manifesting into the “triple squeeze,” making everything more expensive. And although marketing budgets, as … Continue reading Marketing mix modeling: A marketer’s guide
Attribution Modeling Is Not Dead, Yet by Tony Jarvis , Op-Ed Contributor, November 18, 2022 The Advertising Research Foundation’s (ARF) “Attribution & Analytics Accelerator” conference concluded Thursday with a focus on attribution models. Alice Sylvester, Partner of conference co-host Sequent Partners opened the day with a huge challenge: “Attribution is not dead but what is … Continue reading Attribution Modeling Is Not Dead, Yet
