Author name: Kaytics Analytics

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Marketing analytics

Digital and Traditional Out-of-Home (DOOH/OOH) in Media Mix Modeling

In the context of broader media mix modeling (MMM), measures derived from Digital and Traditional Out-of-Home (DOOH/OOH) advertising are crucial for understanding their effectiveness in conjunction with other media channels. Integration into Media Mix Modeling Interdependencies Between Media Channels Accounting for Interdependencies By incorporating DOOH/OOH measures into MMM, marketers gain a more comprehensive understanding of […]

Marketing analytics

Marketing Mix Modeling (MMM)

What is Marketing Mix Modeling (MMM)?: Marketing Mix Modeling (MMM) is an analytical technique used to determine which marketing tactics most effectively drive sales by examining historical data. It also measures the Return on Advertising Spending (ROAS), helping businesses to plan successful future campaigns, optimize budget allocation, and predict the outcomes of various marketing strategies.

Marketing analytics

MULO: Multi-Channel Markets in Circana, NielsenIQ & SPINS

Data collected from retailers has become a lifeline for CPG manufacturers. Aggregated point-of-sale (POS) data from various retailer channels is available for purchase from the three major data providers: Circana (formerly IRI), NielsenIQ, and SPINS. It is imperative that brands arrive at buyer meetings with retailers equipped with a solid foundation of data.  Historically, CPG

Podcast

Analytics and Data

Analytics and Data take center stage in this early 2024 recording of a conversation with our founder and principal, Seifu Zerihun. The Marketing x Analytics Podcast features engaging interviews with top business executives, in-depth analysis of the latest developments in marketing and analytics, and actionable advice for those beginning their careers in the field Explore

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