Marketing Analytics Weekly #11
MASS Analytics
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?? From MASS Analytics
Data Smoothing Methods for Marketing Mix Models
Smoothing makes data less noisy and thus easier to model. Raw data often contain random fluctuations and irregularities that can obscure underlying trends. Smoothing techniques help filter out this noise, making it easier to identify meaningful patterns like long-term trends, seasonality, and other variations that might be hidden in noisy data.
??? News & Resources We've Come By
??The Ultimate Guide to Mastering Seasonality and Boosting Business Results
This post discusses the importance of media mix modeling and how it can be used to maximize the business impact of advertising. It also discusses the impact of seasonality on media advertising and how media mix modeling can be used to minimize the impact of seasonality on business outcomes.
?? Let Data Be The Biggest Driver Behind Your Advertising Strategy
Dun & Bradstreet's SVP of digital audiences discusses why B2B and B2C buying behaviors have changed and why accurate data is the key to staying ahead.
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?? Marketers Plan to Invest More in Retail Media as Third-party Identifiers Deprecate
Brands love retail media because it enables them to leverage retailers’ first-party data to reach a more targeted, engaged audience. In a post-cookie world, retail media will become even more important to advertisers who will need to find ways to fill in the gaps left by the loss of third-party identifiers.
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?? Ask Ramla
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Dr. Ramla Jarrar is the President and Co-founder of MASS Analytics. She has 20 years of experience running MMM projects, so if you have any questions, whether about econometrics or the business of MMM, ????Click here ????