RIP Marketing Mix Models: For Healthcare, It’s Time To Move Past The ‘Tried And True’
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Andrea Palmer, President, Publicis Health Media. getty Marketing mix models (MMM) are considered a time-tested method for determining media placement effectiveness, but that effectiveness is being called into question as data availability evolves, consumer behavior shifts, and new methodologies to capture those shifts present themselves as alternatives. MMMs basically mine data to predict the return on […]