For a marketing mix model to be accurate, it must be truly omnichannel. That includes data that reflects consumer sentiment—even it's less black and white.

AI-powered marketing mix modeling is revolutionizing ad spend optimization, offering real-time insights and boosting efficiency like never before. Here's what marketers need to know.

Establishing a marketing mix for your brand starts with the four P's.

How to tackle measurement as Google rolls out open-source marketing mix modeling Meridian arrives as the tech giant’s deprecation of third-party cookies begins to upend long-standing tactics and MMMs ...