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 […]
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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 […]
21 March 2020
Imagine this situation. You work in a large organisation as a digital marketing manager. You observe a sharp increase in GA direct, organic and brand generic […]