Google has acknowledged the growing importance of MMM in addressing the challenges facing modern marketers. In “Marketing Mix Modeling: A CMO’s Handbook,” published in February 2023 ...

When tech giant Google quietly released its open-source Marketing Mix Model (MMM), dubbed “Meridian,” it signaled more than ...

The ability to accurately measure the incremental impact of all marketing and non-marketing activities is crucial for informed decision making. Marketing Mix Modeling (MMM), a decades-old technique, ...