and Nielsen who now work at a startup focused on marketing mix modeling (MMM) believe they have developed a way to enable small and medium-sized businesses to rethink media metrics that lead to ...

They want to provide important data, but at the same time they might want that data to reflect well on the Web team, the digital media team, the e-comm team, or others... It's just human nature to ...

The right measurement is required to provide more nuanced insights into sales, shopping behaviour, pricing and advertising effectiveness for improved channel planning and execution in retail media.