Next-Gen Marketing Mix Modelling (MMM) represents a leap forward from its predecessor, overcoming limitations and capitalising on data science advancements. However, in order to implement it ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Hugo Loirot, partner and managing director ...

Traditional analytics methodologies of evaluating campaigns are fast becoming obsolete. The human eye - scanning Excel sheets that rank best and worst performers - is being replaced by AI tools that ...