What is Meridian (MMM), for marketing mangers
This is an honest guide to Meridian, the open source MMM (Marketing Mix Model) by Google. It is written by a PhD in statistics who, as it happens, has also done the job of a […]
How MMM Works: Bayesian and Econometric Methods in simple words
MMM econometrics in plain words: regression, adstock, saturation, and why modern models went Bayesian. No PhD required to follow any of it.
Media Mix Modeling Examples: A Walkthrough with Numbers
A complete media mix modeling example with numbers: the data in, the outputs back, and the reallocation decision that came out the other end.
The paradox of MMM: how are you supposed to refresh your MMM?
Here’s something nobody talks about. Everyone obsesses over building the first MMM. Priors, adstock, saturation curves, channel hierarchies, the works. Teams will spend weeks arguing about whether a half-life is four days or six. But […]
Marketing Mix Modeling for iGaming
Gambling / Gaming companies have long relied on digital marketing as a core growth lever, but they face persistent challenges in accurately measuring and attributing campaign effectiveness. The industry is defined by intense competition, soaring […]
Marketing Mix Modeling for Pharmaceuticals
Pharmaceutical companies are increasingly investing in digital marketing. Yet they face significant challenges in accurately tracking and attributing outcomes due to the complexity of the consumer journey and the extended time required to complete a […]
Marketing Mix Modeling in Travel: Why It’s so difficult to implement
Travel marketing is a different ballgame when it comes to measuring impact. Booking a trip isn’t an impulse buy – it’s an often long, influenced journey. This makes it tricky to figure out which of […]
Media Mix Modeling for Ecommerce
Ecommerce marketing leaders face a common challenge: how to measure what’s truly driving sales and growth. Marketing Mix Modeling of (media mix modeling – MMM) has gained prominence to answer this question. MMM offers many […]
Marketing Mix Modeling and Conferences: Measuring Impact in the Pharmaceutical Industry
Conferences are an essential communication channel for pharmaceutical companies. But how can marketeers be confident their marketing budgets are not wasted? Marketing Mix Modeling (MMM) is a method for all industries, and especially for pharmaceuticals. […]
Pharmaceuticals & field force: How can marketing mix modeling help you improve performance of your field force strategy
A Guide to Improving Field Force Performance with Marketing Mix Modeling Field force remains one of the most critical communication channels for pharmaceutical companies. We emphasize the word “communication” rather than just “marketing” channel, because […]