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Blog Articles

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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Ramadan Tunisie 2017: “Data Analytics” au coeur des investissements TV

Posted by Ramla Jarrar on June 9, 2017 in Analytics

En 2016, les annonceurs tunisiens ont investi près de 220 millions de dinars tunisiens en publicité. La télévision reste le canal le plus utilisé avec près de 60% de l’investissement total. Cependant, avec 17 chaînes TV, le marché tunisien est de plus en plus concurrentiel et de surcroît durant ...

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Is Everything in the Big Data Market “Big”?

Posted by Ramla Jarrar on Feb. 10, 2017 in Marketing

How Small to Medium Size companies benefit from Big Data & Marketing AnalyticsAccording to a recent report from IDC, the Big Data Market was worth 130.1B$ in 2016 and will grow to 203 B$ in 2020 with an 11.7% compound annual growth rate (CAGR). But is everything in ...

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Training on MMM, Optimisation and Forecasting

Posted by Ramla Jarrar on Feb. 29, 2016 in Marketing

Marketing Mix Modelling, Optimisation and Forecasting using MassTer.Be sure to visit our partner’s page and register on this LINK.We are glad to announce that MASS Analytics will be visiting Cass Business School, London, and delivering a one-day training about the use of our own software MassTer. (MassTer ...

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