Alviss AI Blog About Machine Learning and AI Applied to Marketing Analytics – Alviss AI Blog

Overcoming Overfitting in Marketing Mix Modeling

How Bayesian Statistics and Priors Improve Decision-Making

Maximum Likelihood

Bayesian Statistics

When it comes to Marketing Mix Modeling (MMM), the goal is simple: identify how different marketing channels, such as TV, digital ads, and promotions, influence key business…

Johan Gudmundsson

Understanding the Adstock Effect in Marketing Mix Models

When it comes to marketing effectiveness, one of the key challenges is understanding how the impact of advertising evolves over time. In marketing mix models (MMMs), this is…

Johan Gudmundsson

Understanding Response Curves and Diminishing Returns in Media Advertising

Response Curves

In media advertising, the relationship between your investment and its effect is rarely straightforward. It’s essential to recognize how different levels of spending…

Johan Gudmundsson

Return on CX Investment (RoCXi)

A New Key Metric for Customer Experience Teams

In an era where customer experience (CX) is a pivotal differentiator for businesses, measuring the impact of CX initiatives has become crucial. Traditional metrics such as…

The ROI of Investing in Customer Experience

A Comprehensive Guide for Business Leaders

In today’s competitive business landscape, it’s no secret that customer experience(CX) is a key driver of success. Happy customers are more likely to return, refer others…

Johan Gudmundsson

Top 3 reasons why the ROI on your CX investments is hard to measure and prove

With any investment, there is often a need to measure the impact it has. More often than not, the most important way to measure that impact is through Return on Investment…

What is Voice of the Customer (VoC)?

The term “Voice of the Customer” (VoC) refers to feedback from customers that provides insight into their expectations and actual experiences. This feedback includes…

What is Net Promoter Score (NPS)?

Net Promoter Score(NPS), measures customer experience and is one of the core metrics for customer experience management programs today. NPS ratings are calculated using a…

Long-term effects of marketing and brand models

Since the advent of marketing advertisers have wondered about the impact it has on their brand. Unsurprisingly, this has led to a lot of terminology being invented.…

On the importance of customer experience for insurance companies

Customer experience refers to the overall perception of a customer’s interactions with a company. It includes elements such as the ease of use of a company’s products or…

Solving Cookieless Attribution in 2025: The Power of Scalable Regional MMMs

The digital marketing landscape has undergone dramatic changes in recent years. Privacy regulations, such as GDPR and CCPA, alongside browser restrictions on third-party…

On the fallacy of A/B testing

A/B testing is a commonly used method for determining the effectiveness of different variations of a product or marketing campaign. It involves randomly splitting a sample…

Holistic Business Modeling and Optimization Can Transform Your Business

Marketing mix modeling (4Ps: product, price, promotion, place) has been a valuable tool for companies for decades, but as the business environment becomes more complex and…

Extended Marketing Mix Models

Going Beyond the Basics

Maximum Likelihood

Marketing involves a series of critical decisions, each with numerous possible options: Should you invest in branded search? On which TV channels should you run your ads? To…

Johan Gudmundsson