The University of Johannesburg’s (UJ) Department of Marketing Management is proud to announce a thought-provoking public lecture by Professor Michael T. Ewing, a globally recognised branding expert ...

This article was co-authored by Matt Wakeman, Weicong Zhao and Joseph Enever, analysts in the Gartner Marketing Practice, covering marketing data and analytics. Marketing leaders have long relied on ...

A centralized hub for open-source Marketing Mix Modeling (MMM) repositories. This organization consolidates forked projects to provide a single point of access for users interested in MMM. This ...

Google launches Meridian, an open-source marketing tool using advanced modeling to optimize ad budgets and measure campaign effectiveness. Google’s Meridian uses advanced modeling to improve ad budget ...

There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to ...

The traditional marketing mix was conceptualized by Professor James Culliton, a marketing professor from the prestigious Harvard University, in 1948. It was further developed by E. Jerome McCarthy, ...

Meridian, Google’s new open-source Marketing Mix Model (MMM), has entered the rapidly evolving market for advanced marketing analytics and forecasting tools. This article explores Meridian’s key ...

Google launched a new measurement tool for advertisers in anticipation of its plan to phase out third-party cookies later this year. Meridian, an open-source Marketing Mix Model (MMM), has been ...

1 Department of Marketing and International Business, Makerere University Business School, Kampala, Uganda. 2 Department of Business and Economic Studies, Faculty of Education and Economics, ...

Boards and the C-suite expect CMOs to lead the way to profitable growth in 2023 despite various macroeconomic pressures manifesting into the “triple squeeze,” making everything more expensive. And ...