October 2023
Unlock unprecedented accuracy and insights in Marketing Mix Modelling with artificial intelligence.
Artificial Intelligence (AI) is playing a revolutionary role in augmenting Marketing Mix Modelling (MMM), a methodology utilised by marketers to analyse the effectiveness of various marketing channels. It highlights the drawbacks of traditional MMM, including its dependency on historical data, linear models, and the subsequent inaccuracies these cause. The rapid growth of digital platforms has further exacerbated the complexity of isolating the impact of individual marketing activities. AI emerges as a game-changer, offering advanced data analysis capabilities, real-time adjustments to strategies, and improved forecasting, thereby addressing many limitations of traditional methods. It also underscores the cost-effectiveness of AI in reducing both time and human resource costs associated with MMM.
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