On the glamour scale, statistical modeling attribution falls somewhere between flossing and pulling weeds. But for the team building a marketing mix model to guide the process of creating and managing ...

Will Kenton is an expert on the economy and investing laws and regulations. He previously held senior editorial roles at Investopedia and Kapitall Wire and holds a MA in Economics from The New School ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

A well-rounded marketing strategy identifies a target audience, creates brand recognition, and helps your business continue to grow and acquire new customers. The seven Ps, also known as the marketing ...

This article is by David Hoo and Michael von Gonten, principal consultants at research firm Effective Marketing Management. Achieving profitable growth is perhaps a CMO’s greatest accountability, and ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

Just as we have the 4 Ps to describe the overall marketing mix, we require a new model to describe the strategy of content marketing. The content marketing strategy begins with three core pillars: ...

The 4 Ps (Product, Price, Place, Promotion) form the "marketing mix," a foundational framework for marketing strategy. While the concept originated in the 1960s, it remains essential for aligning ...

With the death of third-party cookies underway, the pressure is on marketers to adopt new solutions for targeting, tracking and measurement before long-standing tactics become inoperable by the end of ...

Small businesses use the terms "advertising," "sales," "marketing" and "promotions" to refer to their overall selling activities, even though each has a different meaning. Advertising is a specific ...

Marketing activities impact virtually every product or service sold in the United States. These activities collectively form the "marketing mix" that describes how a company produces, prices, places ...

The question isn't should you be doing marketing mix analysis, but rather, how you can best do it. Marketers across multiple industries are learning what consumer packaged goods manufacturers have ...