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Blog Articles

Programmatic Advertising goes in-house

Posted by Sirine Karray on Nov. 9, 2017

How many advertisers does it take to move their programmatic advertising in-house for us to consider it a trend? This week it was revealed that the in-house agency Unilever created last year (U-Studios), is now operating in 20 countries, representing rapid growth. Earlier this year Unilever reported it had reduced ...

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Digital advertising - Is it phony?

Posted by Sirine Karray on Nov. 9, 2017

This was not the exact vernacular chosen when several, marketing expert sat down at the recent dmexco conference, to discuss; “The Future of Digital Advertising.” However, it is suggestive of the question sitting on everyone’s lips – i.e., Can digital advertising be trusted?The experts discussed some of emerging ...

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Should Facebook be regulated?

Posted by Sirine Karray on Nov. 9, 2017

Next week, Facebook will be hauled in front of the Senate Select Committee on Intelligence to explain their part in the Russian infiltration of the US democratic process.Facebook, initially incredulous that its platform could possibly be misused in this way, have at last conceded that this is exactly what ...

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Should MMM leave the scene of Marketing Measurement to pave the way to MTA?

Posted by Ramla Jarrar on Nov. 1, 2017

Digital advertising spend topped $72.09 billion in 2016, a gain of 20.9% over 2015, according to eMarketer. TV spending grew in 2016 to $71.29 billion: Digital ad spending surpassed TV spending for the first time in US history! The world is quickly becoming digital as customers are ...
MMM is also the right technique when the advertiser’s sales activity is mixed: i.e. online and offline trade. In fact, thanks to advanced econometrics techniques like the nested modelling approach and access to proprietary software offering the capability to calculate the direct and indirect impact of each media ...

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The Truth about Free Software in Marketing Mix Modelling

Posted by Firas Jabloun on Aug. 18, 2017 in Analytics

Today’s marketing managers require all the ammunition they can get to fight fierce competition and harness the proliferation of advanced marketing channels, in an ever more digitalised world. Consequently, the “Marketing Mix Modelling” (MMM) field of data analytics has become indispensable in helping these managers to adopt the modern ...

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