Modelling the effect of advertising on outcomes like Sales has undergone massive changes, propelled by rapid industry shifts.
New regulations, consumers’ expectations and rapid advancement in machine Learning and AI technologies revolutionised modelling techniques that were outdated.
Marketing Mix Modelling has become not only useful day-to-day for marketing teams but became a de-facto Measurement tool for thousands of companies.
Embracing the changes are keys, and there is more coming.
