i4i Blog

Discover our points of view on marketing, modeling, and best practices in data analytics

Why Marketing Mix Models (MMM) are Ambitious

Effective media planning needs to accommodate the complex variables that impact your target audience and drive sales.

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Volumetric Conjoint

Volumetric conjoint is the next generation of choice-based conjoint analysis that delivers a new way to predict changes in product volume.

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Choice Modeling – Utility Maximization & Regret Minimization

A deeper look into the various approaches to choice modeling such as utility maximization & regret minimization.

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Choice Modeling – How to Choose the Right Approach for Your Data

Choice modeling allows brands to measure consumer behavior and make smarter decisions. Learn how to choose the right approach for your data.

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