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

Include domain knowledge in the structure of Marketing Mix Models
Aligning Marketing Mix Models with Real-World Business Dynamics
6 min
MMM
ML
Adstock
Regression
When developing models that intend to model the dynamics of a business, such as in business science models, there are many potential ways of modeling certain specific…
Johan Gudmundsson
Oct 3, 2024

Musings About Choosing the Right MMM Platform Provider
4 min
MMM
Attribution
Software
Platform
Agencies
Guide
When agencies set out to select a marketing mix modeling (MMM) platform, it often feels like a big decision. And it is, but not always for the reasons people think. It’s not…
Michael Green
Sep 28, 2024

In-Housing Marketing Mix Models
A Strategic Path for Businesses and Media Agencies
8 min
Analytics
Brand
CX
Guide
MMM
In-House
In the rapidly evolving world of marketing, businesses are constantly looking for ways to maximize their returns on investment. One of the most powerful tools for…
Johan Gudmundsson
Sep 18, 2024

Model Business Dynamics Correctly
Enhancing Decision-Making with AI and Comprehensive Business Models
7 min
Adstock
In-House
Measure
ML
MMM
How to boost business insights and business Intelligence with Artificial intelligence using models that actually understand the dynamics of the business.
Johan Gudmundsson
Sep 14, 2024

Overcoming Overfitting in Marketing Mix Modeling
How Bayesian Statistics and Priors Improve Decision-Making
6 min
Analytics
Measure
Overfitting
MMM
ML
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
Sep 11, 2024

Understanding the Adstock Effect in Marketing Mix Models
6 min
Measure
MMM
ROI
Attribution
Adstock
Timelags
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
Sep 10, 2024

Understanding Response Curves and Diminishing Returns in Media Advertising
3 min
Analytics
Measure
MMM
Attribution
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
Sep 10, 2024

Return on CX Investment (RoCXi)
A New Key Metric for Customer Experience Teams
4 min
ROCXI
NPS
ML
Attribution
MMM
Regression
CX
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…
Michael Green
Sep 9, 2024

The ROI of Investing in Customer Experience
A Comprehensive Guide for Business Leaders
13 min
ROI
CX
Guide
Leader
Analytics
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
Sep 9, 2024

Top 3 reasons why the ROI on your CX investments is hard to measure and prove
7 min
Measure
Analytics
CX Investments
ROI
Attribution
CX
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…
Michael Green
Sep 9, 2024

What is Voice of the Customer (VoC)?
6 min
CX
NPS
Analytics
Guide
Info
VOC
ROCXI
The term “Voice of the Customer” (VoC) refers to feedback from customers that provides insight into their expectations and actual experiences. This feedback includes…
Michael Green
Sep 9, 2024

What is Net Promoter Score (NPS)?
4 min
CX
NPS
Analytics
Guide
Info
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…
Michael Green
Sep 9, 2024

Long-term effects of marketing and brand models
5 min
Brand
Long Term
MMM
Attribution
ML
Regression
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.…
Michael Green
Sep 8, 2024

On the importance of customer experience for insurance companies
4 min
ML
CX
Attribution
Insurance
New Business
Churn
NPS
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…
Michael Green
Sep 8, 2024

Solving Cookieless Attribution in 2025: The Power of Scalable Regional MMMs
5 min
MMM
ML
Regression
Cookies
Regional MMM
Attribution
The digital marketing landscape has undergone dramatic changes in recent years. Privacy regulations, such as GDPR and CCPA, alongside browser restrictions on third-party…
Michael Green
Sep 8, 2024

On the fallacy of A/B testing
3 min
ML
Regression
AB Testing
Attribution
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…
Michael Green
Sep 8, 2024

Holistic Business Modeling and Optimization Can Transform Your Business
4 min
4ps
MMM
Attribution
ML
Regression
Optimization
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…
Michael Green
Sep 8, 2024

Extended Marketing Mix Models
Going Beyond the Basics
4 min
ML
Regression
MMM
Maximum Likelihood
Overfitting
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
Aug 10, 2024
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