MMM has historically struggled to measure the affiliate channel, but these challenges are not insurmountable.
Google launched Meridian, its open-source marketing mix model (MMM), earlier this week.
The product is free to use and designed for marketers and data scientists.
Google is also offering a partner programme to help marketers get to grips with MMM and best practices.
Prior to the launch, Google claims to have tested the product with hundreds of brands globally.
In our new Goat Intelligence report, “Pick Me. Choose Me. Love Me.”, we’re deep-diving into FMCG influencer marketing.
As AI transforms the way consumers search, Tradedoubler is building the tools to enhance how brands show up.
Global affiliate growth only works when structure comes first, says Alexander Feist, Head of Affiliate Marketing at Sage.
Phonexa’s Oliver Koukoulis-Fribbens talks using end-to-end lead and call tracking and distribution to drive transparent, scalable performance marketing.
