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 ...

It characterized a first-half marketing mix modeling effort as a "major new initiative" exploring how such models are being ...

Marketing Mix Modeling (MMM), a decades-old technique, has re-emerged as a popular approach to estimating incrementality and quantifying the effectiveness of various channels due its holistic nature, ...

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 ...