This article was written by Incrmntal CEO and co-founder Maor Sadra. Mobile games have brought gaming to the masses. Titles like Candy Crush, Angry Birds and Clash of Clans have reached audiences ...

For years, Marketing Mix Modelling has been the domain of consultancies and annual reports – expensive, opaque and frustratingly static. But what if you could have real-time insights, predictive ...

Conventional marketing-mix econometric models are inadequate for measuring the true return on marketing investment (ROMI) because they only show incremental or short-term sales effects, and ignore the ...

Omnicom, a global media, marketing and corporate communications company, democratised the market mix modelling approach by building models that predict ROI and advertising elasticity on demand.