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Designing Incrementality Experiments During the Holidays

Designing incrementality experiments can be tricky for businesses that have substantial amounts of natural or induced seasonality in their business.  Big events like black friday or cyber monday discounts can be make-or-break for certain businesses and so it can be critical to understand the incrementality of advertising during this time

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Recast article: How Omnichannel Brands Leverage Marketing Mix Modeling (MMM).

How Omnichannel Brands Leverage Marketing Mix Modeling (MMM)

In today’s rapidly evolving retail environment, it can be a real challenge for omnichannel brands to measure the incremental impact of their marketing efforts. The modern customer journey spans multiple touchpoints — a consumer might browse for a product category online, see a TV ad, get driven to an owned/D2C

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