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 […]
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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 […]
13 November 2025
In this article, we ask how the UK media spend landscape might look as we move through 2025 and into 2026. We use publicly available AA […]
7 August 2025
Experiments are an important way to validate marketing effectiveness measurement. This post will take you through some approaches to evaluating marketing uplift experiments. Let’s assume you […]
11 December 2024
Marketing incrementality is sales revenue that is over and above that which might be expected with no marketing activity. Establishing incrementality is critical if you want […]
19 March 2024
Let’s take a closer look at why brand fame is such an important part of building brands In this POV originally written for mSix […]
17 October 2023
You’ve probably heard the expression ‘The devil is in the detail‘. It tells us that focusing on detail is the way to solve problems. In many […]
13 May 2023
The 4Ps are one of the key concepts that underpin marketing strategy and tactics. The Ps stand for Product, Price, Place and Promotion. They were conceptualised […]
15 April 2023
In this article, written for the mSix’s website, I highlight how digital media has passed the tipping point and why marketers must evolve beyond the simplistic […]
5 January 2023
Research into attention to advertising is going to drive a rethink in how we view media channels Attention metrics concern the degree of attention consumers give […]