20 February 2026
There is an active and polarising debate about whether Bayesian priors should be used in MMM. Broadly speaking there is a progressive group of academics and […]
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28 January 2026
Can you trust your MMM? A marketing Mix Model (MMM) can produce challenging results, especially if you have been relying on last touch( LT) attribution. When […]
11 December 2024
Marketing incrementality is sales revenue that is over and above that which might be expected with no marketing activity. Establishing incrementality is critical if you want […]
13 May 2023
The 4Ps are one of the key concepts that underpin marketing strategy and tactics. The Ps stand for Product, Price, Place and Promotion. They were conceptualised […]
12 March 2022
How much CO2 is generated by advertising media and the agencies providing the associated services? Forbes recently analysed the carbon footprint of agencies in the US […]
1 March 2022
This is a piece I wrote for an m/SIX newsletter in January 2022. Effectiveness and efficiency are not the same but they are both critical in […]
20 November 2021
Marketing Mix Modelling or MMM is a regression-based approach to identifying the drivers of sales for a business or brand – making it a form of […]
7 June 2020
Adstock is an important concept in marketing effectiveness. It was first quantified by Simon Broadbent in the 1970s. Its value lies in helping make marketing and […]