Marketing Analytics Weekly #6

Hey ! Read the latest on the world of marketing analytics.

??From MASS Analytics

Nested Modeling for Marketing Mix Modeling: Measuring Interaction Between Channels

Previously in the series, we explained the powerful uses of log-linear modeling. In this article, we learn about nested modeling, the advanced technique used to disentangle the impact of interactions between marketing channels.?Read more

??News & Resources We've Come By

If Applied Econometrics Were Easy, LLMs Could Do It!

While LLMs are good at learning and extracting information from a corpus, they’re blind to something that humans do really well – which is to measure the impact of one’s decisions. Read more

‘Accept That You’ve Never Sussed It’: Marketers on the Challenge and Opportunity of Measuring Effectiveness

Is a fear of being caught out holding marketers back when it comes to measuring effectiveness? It could be, according to effectiveness experts, who explained the intricacies of what’s happening internally at brands when making decisions about monitoring and measuring effectiveness... Read more

Brands Waste Millions in Media Spend Every Year, But They Don’t Have to Work This Way

Many of the world’s major retailers are eliminating the guessing game — creating tools to make brands’ media buys more relevant and less wasteful in order to deliver better measurement so their true impact can be understood. Read more

Chart of The Week ??

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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, send it to us by clicking the button.???? Ask your questions here ??