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 ...

Learn how to conduct a marketing analysis that will help you create better strategies to promote your business and understand your customers.

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 ...

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 ...

When looking at organisations today, market research and marketing analytics now absorb around 13-16% of marketing operations budgets. However, evidence from Gartner’s Marketing Data and Analytics ...