Marketing, Innovation, & Rev Ops -- Mark Stouse // Proof Analytics
MarTech Podcast ™ // Marketing + Technology = Business Growth
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How to Manage All This in Light of All These Changing Factors
Marketing mix modeling has been around as a mathematical technique for 30 plus years. Procter Gamble was the first one to really do it at scale. The problem with MMM historically is that most of them have been delivered by teams of human beings. It's a very difficult process to scale, having multiple models across multiple markets.
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