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Author name: Bamlak

CPG, General, Marketing Measurement, Multi-Touch Attribution

Types of Multi-Touch Attribution Models

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When it comes to implementing multi-touch attribution (MTA), marketers have access to various models designed to allocate credit to different touchpoints within customer journeys. Each model offers unique strengths and weaknesses. Understanding the differences helps marketers select the ideal attribution model for their specific marketing goals and business needs.  Figure 1  Here’s an in-depth exploration […]

CPG, General, Marketing Measurement

Marketing Mix Modeling Revisit

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Understanding the Role of Data in Market Analytics Data-driven decision-making has become essential in modern marketing, enabling businesses to optimize their strategies and maximize return on investment (ROI). Marketing Mix Modeling (MMM) is a powerful analytical approach that helps organizations assess the impact of various marketing efforts on overall business performance. By leveraging historical data

Marketing Measurement

A Data-Driven Guide to Marketing Mix Modeling

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  Leveraging Data-Driven Decision In today’s fast-paced business environment, data-driven decision-making is essential for successful marketing strategies. Unlike traditional decision-making processes that rely on intuition or past experiences, data-driven decision-making leverages quantifiable data and empirical evidence to guide choices and actions. This approach not only reduces uncertainty but also enhances the precision of marketing efforts,

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