“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alice K. Sylvester, Partner at Sequent ...
Marketers interested in measuring effectiveness and ROI need to understand whether marketing mix modeling (MMM) can work for them and how to get the most from it. Modeling measurements are often ...
The concept of marketing has evolved continuously over the years. The definition of the term 'product' isn't as simple as it used to be. The traditional marketing mix has been extended and refined ...
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