Marketing mix modelling (MMM) helps marketers quantify the effects of different media and activations within a marketing plan, and to predict the optimal marketing mix for driving incremental sales from campaigns.
Many brands are placing their trust in analysis that misrepresents both the short- and long-term effects of their marketing. However, change is now on the horizon thanks to a new approach that addresses the problems with standard MMM.
Download this new Marketer’s Manual produced by Marketing Week and Marketscience to find out how you can put it into practice.
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