The Marketing Mix, also called 4Ps, is a fundamental marketing concept that shows businesses the main elements they need for marketing their products and services effectively. Marketing Mix consists ...

Nevertheless, these days, the concept of marketing mix has greatly evolved to include some other ‘Ps’ as well like people, positioning, packaging and politics. Overview of the 4Ps of marketing ...

Incrementality measurement is designed to understand the full contribution of a specific marketing effort, be that a specific ...

The most effective marketing mixes constantly adapt to the ever-changing business environment. This could mean a business adapting their price, adopting new types of promotion, updating their ...

Fragmented data and failing attribution models? Here’s how to flip the script with smarter, privacy-first measurement. The ...

The most effective marketing mixes constantly adapt to the ever-changing business environment. This could mean a business adapting their price, adopting new types of promotion, updating their ...

This limitation has fueled a growing interest in marketing mix modeling (MMM). Nearly half of marketing leaders struggle to prove their value and gain recognition for their contributions ...

Algorithms are rewriting the marketing playbook. Nearly 60% of global advertising investments are already influenced by ...

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Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand which strategies drive results. This article tackles the key differences between each ...

To receive full access to Campaign's content including: Unrestricted access to all The Information and The Knowledge content Access to Campaign's in-depth features and coveted reports including ...

Ocado reports bigger basket sizes and more frequent shops, as the online retailer credits marketing’s part in “terrific year” ...