You can call it a heat wave – but Liquid I.V. sees an opportunity. The Unilever-owned brand, which makes powder that gets added to water to improve hydration (and taste), began its first national ...

The three largest walled garden advertising platforms are investing in new measurement solutions, namely media mix modeling (MMM) ­– even if it means giving credit to their competitors for driving ...

The digital media landscape is at a crossroads, one you may not really recognize. The last 20 years or so have been spent making the case that digital media is great at building a brand and driving ...

Media mix modelers should reconsider radio as a new media channel and avoid constraining current radio ROI with historical performance benchmarks due to improvements in as-run delivery data, according ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our ...

AUSTIN, Texas--(BUSINESS WIRE)--Measured, the AI-powered marketing effectiveness platform trusted by enterprise brands, today announced major enhancements to its flagship Measured Incrementality Model ...

Collecting data from other media platforms, including offline media, is necessary to build a comprehensive MMM model," Wu says. "Additionally, data related to sales, competitive insights, events, and ...

Recognition underscores NIQ’s leadership in delivering advanced analytics and full-funnel outcomes measurement on TikTok. NEW YORK--(BUSINESS WIRE)-- NIQ, a global leader in consumer intelligence, has ...

Marketing mix models aim to answer the marketer’s billion-dollar question: where should you spend your budget? Yet most organizations build models and still struggle to translate their outputs into ...