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Why Finance Decision-Makers Should Take a Closer Look at Marketing Mix Modeling

“Marketing is more of an art than a science.”   “Marketing spend is an expense, not an investment.”   If these sentiments sound familiar, rest assured you are not alone. While marketing is often one of the larger components of a company’s overall budget, it is also sometimes the least understood outside of the marketing function. As a member of your company’s finance leadership team responsible for major financial decisions across the company, you possess a good understanding of other functions such as operations, supply chai...

‘Always On’ Marketing Analytics for Your Business

In part 3 of our series on In-House Marketing Effectiveness Measurement, we discuss how marketing analytics platforms can be used by different kinds of organizations to streamline their marketing effectiveness and ROI measurement.   Missed the previous part of the series? Read Part 2: Building an In-House Marketing ROI Program   Different advertisers have different needs, and different decision-making cultures. Some rely on internal expertise and capabilities to analyze and guide their marketing investments. Others use outside...

Building an In-House Marketing ROI Program

In part 2 of our series on In-House Marketing Effectiveness Measurement, we discuss how Marketing Mix programs can offer substantial cost, speed and other benefits. But many firms aren’t sure where to start.      Missed the previous part of the series? Read Part 1: 3 Reasons ‘In-House’ Marketing Effectiveness Measurement is Getting New Love   In Search of a Multi-channel View of Marketing Effectiveness As digital ad spending has grown, tools like Multi-Touch A...

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 and money, and what they value personally, as we all adapt to the crisis. As people began spending more time at home, categories like household cleaning, personal care, and packaged foods all saw sharp gains. Other ‘non-essential’ categories, like fashion, cosmetics, and appliances, generally saw sales falter. Even categories fortunate enough to see gro...

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 consumer packaged goods, retail, telecoms, financial services, travel and hospitality, automotive and others to provide a strategic view of how each major investment contributes to sales, profitability and brand growth. With digital marketing budgets growing rapidly in recent years, Multi-Touch Attribution (MTA) has become an increasingly popular alternative. MTA allows marketers to gain a detailed u...

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