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Measurement has never been about perfectly explaining the past. The CMOs I rate most highly are entirely comfortable with ...

Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and ...

The 4 Ps (Product, Price, Place, Promotion) form the "marketing mix," a foundational framework for marketing strategy. While the concept originated in the 1960s, it remains essential for aligning ...

OxiClean’s VP of Marketing shares why its long-standing MLB program drove the highest ROI in engagement this year.

In Australia, marketing measurement and decision intelligence platform Prophet has appointed Lachie Trembath as Senior ...

Blackbaud's long-term contracts, embedded payments and AI agents could deepen cross-selling, though material AI revenue is ...

More than half of the US marketers use marketing mix modelling (MMM) and 49% will be investing in it in the year ahead. Local brands are also quickly waking up to the fact that gut feel can’t keep ...

Prophet has appointed Lachie Trembath its first senior marketing science partner and Tong Wang senior sysops engineer, ...

The argument for executing AI at the touchpoint is it’s closer to the customer interaction, so there’s less need to move data ...

Chevron (NYSE:CVX) heads into quarterly results with United States output topping two million oil-equivalent barrels per day ...