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Leveraging AI to Improve Marketing Analytics

Ask 5 people what Artificial Intelligence (AI) is and you will most likely get 5 different answers. Demis Hassabis, the British AI researcher and neuroscientist calls it the science of making machines smart. Simply defined, AI is a set of technologies that helps pull out patterns, trends and insights from huge amount...

Lost in Translation: Bridging the Language Gap between Analytics & Brand Practitioners

The most basic definition of communication is that it is the process of passing information and understanding from one person to another. While this sounds simple enough, a pre-requisite for successful communication is that both persons involved speak a common language. Imagine a teacher trying to teach students in a language they do not comprehend...

Is Marketing Mix Modeling Only for Fortune 500 Companies? Think Again.

Marketing Mix Modeling is a technique that was first adopted by large multinational consumer packaged goods companies around the early nineties. It is an analytical approach that looks at the historical relationship between marketing spending and business performance to determine how each marketing activity has impacted performance. It defines the ...

Measuring ROI of Sports Sponsorships

The month and a half long ICC Cricket World Cup 2019 finally concluded (in spectacular, nail-biting fashion!) a few weeks ago. The winners England walked away with a cool $4,000,000 in prize money while runners-up New Zealand pocketed $2,000,000 for their efforts. According to reports, the total prize money for the 2...

Real-Time Marketing Mix Modeling: The Way Forward

Marketing Mix Modeling was first adopted by large consumer packaged goods companies in the late eighties and early nineties. This statistical technique shone a light on which parts of their marketing program were delivering the best results and which were the least effective in driving volume and revenue growth, in order to adjust their marketing p...

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