Why marketing mix modeling is still hard to get right
via digitalapplied.com
Short excerpt below. Read at the original source.
Marketing mix modeling (MMM) is becoming more accessible, but getting started remains a challenge. After several conversations about MMM adoption, I noticed the same question kept coming up: “We believe in the concept of MMM, but we don’t know how to get started.” The answer is that viable open-source platforms have dramatically lowered the barrier […]