The ultimate objective of all marketing-mix models is to quantify the sales contribution of marketing ... Base sales represent the long-run or trend component of the time series, indicating underlying ...

Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”  Now as the marketers what’s ...

It characterized a first-half marketing mix modeling effort as a "major new initiative" exploring how such models are being ...

Meridian, the open-source marketing mix model that Google initially introduced ... frequently doing them at the same time," Harikesh Nair, senior director, data science, Google explained in ...