7 July 2026
Good quality measurement is critical in marketing. Marketers are investing shareholder funds. Shareholders are looking for returns, and returns can only be maximised if marketing investments […]
28 May 2026
Intro – WPP: from giant to a shadow of its former self WPP used to dominate the global marketing communications landscape. It owned many of the […]
20 February 2026
There is an active and polarising debate about whether Bayesian priors should be used in MMM. Broadly speaking there is a progressive group of academics and […]
28 January 2026
Can you trust your MMM? A marketing Mix Model (MMM) can produce challenging results, especially if you have been relying on last touch( LT) attribution. When […]