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FEATURE7 August 2017

In the Mix

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Big Data Features Impact

Knowing where best to invest marketing spend requires context, precedent and common sense. Marketing mix modelling can be a vital tool for determining return on investment, but the models are not without their limitations. By Tim Phillips

Marketing mix modelling (MMM), in which historical data is fed into a model to try to optimise the return on marketing investment, has been a tool for marketers since the early 1990s. In the 2010s, it has created a flourishing ...