Five Things Marketing Mix Modelling Teaches Us (That Nobody Wants to Hear)

Measuring media channels in a vacuum can easily skew marketing budgets, but marketing mix modelling (MMM) is increasingly being used to inform rational decision-making. Tobin Thomas, CEO and Founder of Lifesight, breaks down some uncomfortable yet valuable insights gleaned from MMM. Here’s the uncomfortable thing about marketing measurement: the channels that are easiest to track usually Read More