A starter MMM is a relatively straightforward linear regression model that estimates the impact of different marketing channels on a single outcome variable, sales being the most common.

Everyone in the room is looking up to you for insights. (No pressure.) You go ahead and present your ROIs, contribution percentages, AVM, forecasts and what have you… As you’re speaking, some faces turn confused.

2024 is shaping up to be a record year for the advertising industry as the boost driven by political advertising and the Olympics collides with the influx of new ad platforms like Amazon Prime.

There’s a class of machine learning techniques known as black boxes. Algorithms like deep neural networks belong to this category.

Besides the fact that they had to spend ages collecting data from various sources, including actual physical documents, they needed to be highly technical and experienced in various coding languages to be able to do their jobs.

Our Upsiide platform, which focuses on agile innovation testing, offers a gamified interface for consumers to identify products, services, claims, benefits, communications etc. that are engaging (a measure we call Interest) and that they will choose over competing alternatives (a measure we call Commitment).

There’s a class of machine learning techniques known as black boxes.

E-commerce providers are marketplaces that sell their own products or products from other brands on their websites. Besides modeling their sales, these companies are also interested in disentangling any brand awareness impact.

Smoothing makes data less noisy and thus easier to model.