What is essential for successful marketing mix modeling? Regardless of method, MMM can be successful only if accurate and highly specific data are available upon which the modeling can be based. The greatest barrier to successful modeling is always a lack of relevant, specific, accurate data. So, the first step in any modeling effort is […]
When you walk into an interview, even before you speak, shake hands or talk through your resume, something else is doing a lot of talking in your behalf: your appearance. Even though your clothes do not speak, they communicate a lot about you. Whether you like it or not, physical appearance has an effect on […]
It’s a great challenge to accurately measure the effects of advertising, packaging, distribution channels, media expenditures, social media Likes and Tweets, and sales organizational structure on brand share or sales revenue. Is marketing solely a game of chance, or might there be a way to bring scientific methods to the table? Let’s draw a distinction […]