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Dynamic Demand Forecasting in the Covid World

The COVID-19 crisis has upended lives across the globe. Safety concerns, travel restrictions, store and workplace closures, and an uncertainty about the future have all changed consumer behaviour suddenly and without much warning. In a matter of weeks, we have witnessed huge shifts in how consumers spend their time a...

3 Reasons ‘In-House’ Marketing Effectiveness Measurement is Getting New Love

Marketers use a number of statistical and analytical techniques to measure the effectiveness of their marketing investments, which can cross diverse channels like print, TV, promotions, digital advertising and search marketing. Marketing Mix Modeling (MMM) has long been used by companies across industries such as con...

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 ...

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