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 just another analytics tool hitting the market. To find out why the industry ...

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, ...