Advertising at the Last Possible Moment
Byron Sharp makes a good case in this article here that search is more like shelf-space than it is like advertising and applies it beyond the typical discussions around paid search to the growing domain of retail media. He is right that we...Read More »
The standard method of determining price sensitivity is flawed! But there is a better way.
It is always tough when we discover that the gold standard for decision support in any business challenge needs an update, if not total rethinking. Such is the case with the broadly accepted “best practice” approach to determining price ela...Read More »
Attribution Analysis Letting You Down? Why Not Return to MMM?
Marketing attribution analysis was great in theory. What are the things consumers see and hear that influence and prompt them to act, specifically to buy a product or service? It would be nice if it were simple and binary: Consumers see thi...Read More »
Marketing Mix Modeling Retakes its Role in Media Optimization
Mark Garratt, Partner and Co-Founder at in4mation insights We are at an interesting inflection point in the world of advertising media, for sure. Since the days of media being dominated by broadcast advertising (remember those voices shouti...Read More »
What flavor of Bayes is your MMM provider using?
Choosing an MMM partner who uses the best form of Bayes will guarantee you more accurate analysis and help you make better decisions.Read More »
Retail Media can be profitable for brands – here’s how!
Retail Media networks are growing at a rapid pace, but brands are confused about how to allocate their spend. Learn how i4i's Robust Bayes™ approach to MMM can help.Read More »
Choice Modeling – Menu-Based Conjoint
Menu-based conjoint analysis allows researchers to correctly predict how customers’ buying behavior changes when they’re presented with a menu of products and services.Read More »
Why Marketing Mix Models (MMM) are Ambitious
Effective media planning needs to accommodate the complex variables that impact your target audience and drive sales.Read More »
Volumetric conjoint is the next generation of choice-based conjoint analysis that delivers a new way to predict changes in product volume.Read More »
Choice Modeling – Utility Maximization & Regret Minimization
A deeper look into the various approaches to choice modeling such as utility maximization & regret minimization.Read More »