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

Your response curve is mostly a prior
Why most MMM saturation charts oversell what the data actually told you
28 min
MMM
Bayesian methods
Response curves
Marketing mix modeling
Saturation curves
common MMM mistakes

Most MMM response curves look more identified than they are. Five traps to recognize, and the questions to ask your vendor.

Michael Green
May 21, 2026

Attribution in Neural Network based Marketing Mix Models
A principled take on credit assignment when your MMM has more than one response
13 min
Neural networks
MMM
Marketing Mix Modeling
marketing mix modeling explained
Attribution
Bayesian marketing mix modeling
media mix modeling
hierarchical MMM
brand attribution
Analytics

What does attribution actually mean in a neural network based Marketing Mix Model with hierarchical responses like Brand, NPS, and Sales? A walk through Direct vs Total…

Michael Green
Apr 13, 2026

What is Marketing Mix Modeling? A Practical Guide for Modern Marketers
Everything you need to know about MMM: what it is, how it works, why it’s back, and how to actually use it
10 min
MMM
Marketing Mix Modeling
what is marketing mix modeling
marketing mix modeling explained
MMM guide
Analytics
Attribution
Bayesian marketing mix modeling
media mix modeling

What is Marketing Mix Modeling (MMM)? Learn how MMM measures marketing effectiveness across all channels, why it’s back, and how modern Bayesian methods make it better.

Michael Green
Apr 7, 2026

Marketing Mix Modeling vs. Attribution: What’s the Difference and Which Do You Need?
A technical comparison of MMM, multi-touch attribution, and incrementality testing for marketing measurement
11 min
MMM
Attribution
Marketing Mix Modeling
Multi Touch Attribution
marketing mix modeling vs attribution
MTA vs MMM
incrementality testing
marketing measurement
Unified Marketing Measurement
Analytics

Marketing Mix Modeling vs. attribution: understand the real differences between MMM, MTA, and incrementality testing, when to use each, and how they work together.

Michael Green
Apr 1, 2026

MMM vs. MTA
Choosing the Right Measurement Framework for Modern Marketing
5 min
Analytics
Measure
MMM
Marketing Mix Modeling
Multi Touch Attribution
Marketing Measurement Framework
marketing mix modeling tools
Unified Marketing Measurement
When it comes to high-stakes tasks like budget allocation, marketing analysts and marketing scientists face a challenge, how to accurately quantify the impact of every…
Michael Green
Mar 24, 2026

The Best Marketing Mix Modeling (MMM) Software in 2026
A Technical Marketer’s Guide
29 min
Analytics
Measure
MMM
Software
Response Curves
best MMM software 2026
marketing mix modeling tools
MMM software comparison
Marketing Mix Modeling is back, and this time it’s not leaving. After years of being overshadowed by multi-touch attribution, MMM has re-emerged as the measurement…
Michael Green
Mar 9, 2026

A Holistic Way of Modeling the Business
3 min
Analytics
Measure
MMM
Holistic modeling
Churn
Attribution
Forecasting
Decision support
Business science
Marketing Mix Models (MMM) have long been used to identify the drivers of specific segments of a business, whether it is new customer acquisition, upsales, or cross-sales.…
Martina Cabraja
Dec 14, 2025

Rethinking Model Validation in Marketing Mix Modeling
3 min
Analytics
Measure
MMM
Modeling
Attribution
Decision support
Decision making
Marketing Mix Modeling (MMM) has long been the go-to framework for quantifying business drivers. Yet, despite its widespread adoption, the industry often falls into the trap…
Martina Cabraja
Nov 19, 2025

How to design a future-proof MMM to support an advanced marketing operation
4 min
Analytics
Measure
MMM
Attribution
Decision support
Decision making
Designing a strong marketing measurement setup is a complex matter today, with a lot of decisions to be taken. Data and technology allow for a lot of possibilities, and…
Kristian Dyhr Toft
Nov 18, 2025

How does an organization reach a high level of maturity in terms of data driven decision making?
2 min
Analytics
Measure
MMM
Attribution
Decision support
Decision making
Many businesses still struggle to identify where they can gain the largest benefits from implementing true data driven decision making. Sometimes the effort is focused on…
Kristian Dyhr Toft
Oct 28, 2025
 
The Importance of Time-Varying Parameters in Marketing Mix Modeling for Media Attribution and Planning
3 min
Analytics
Measure
MMM
Attribution
Response Curves
Time-varying parameters
In the ever-evolving world of marketing, understanding the impact of each campaign on overall business performance can be a daunting task. This is where marketing mix…
Michael Green
Sep 10, 2025

Elevate Your Strategy with AI Marketing Optimization Techniques
2 min
AI
Marketing
Optimization
Guide
Info
The best marketers don’t just follow trends, they stay ahead of them. And right now, the most powerful tool for doing that is AI.
Michael Green
Mar 27, 2025

The Quiet Power of AI Marketing Optimization
5 min
AI
Marketing
Optimization
Guide
Info
If you’ve worked in marketing long enough, you’ve seen the same cycle play out repeatedly. A new tool or technique emerges, promising to revolutionize the field. Most of the…
Michael Green
Mar 20, 2025

Future-Proofing Marketing with AI-Driven Marketing Mix Modeling
4 min
Mastering MMM Series
Marketing Mix Modeling
AI marketing models
future of MMM
Alviss AI advancements
The funny thing about technology is that it has a way of creeping up on us. For years, people have been saying AI would change the world, but the hype seemed to fade out as…
Michael Green
Oct 10, 2024

In-House Marketing Mix Modeling Success Stories with Alviss AI
5 min
Mastering MMM Series
Marketing Mix Modeling
MMM success stories
in-house marketing mix case study
Alviss AI ROI
One of the strangest things about Marketing Mix Modeling is that most companies know they need it but struggle to make it work. The theory makes sense: analyze past…
Michael Green
Oct 9, 2024

DIY Marketing Mix Modeling
A Step-by-Step Guide for Brands and Agencies
5 min
Mastering MMM Series
Marketing Mix Modeling
MMM setup
in-house MMM guide
Alviss AI walkthrough
marketing effectiveness DIY
In-housing your marketing mix modeling (MMM) doesn’t have to be complicated. Until recently, most brands and agencies had to rely on external consultants or third-party…
Michael Green
Oct 8, 2024

How Alviss AI’s Bayesian Approach Enhances Marketing Mix Modeling Accuracy
5 min
Mastering MMM Series
Marketing Mix Modeling
Bayesian MMM
probabilistic modeling
Alviss AI Bayesian approach
MMM accuracy.
If you’ve worked in marketing long enough, you’ve probably heard that Marketing Mix Modeling (MMM) is half science, half art. Traditional MMM can help companies make smarter…
Michael Green
Oct 7, 2024

Top 5 Challenges in Marketing Mix Modeling and How In-Housing Can Solve Them
5 min
Mastering MMM Series
Marketing Mix Modeling
MMM challenges
in-house marketing models
MMM transparency
data customization
Marketing Mix Modeling (MMM) has been a cornerstone of marketing strategy for decades, guiding brands on where to put their ad dollars for maximum impact. But for many…
Michael Green
Oct 6, 2024

The New Era of Marketing Mix Modeling
Why Brands Are Moving In-House
4 min
Mastering MMM Series
Marketing Mix Modeling
in-house MMM
Alviss AI
marketing effectiveness
For years, Marketing Mix Modeling (MMM) has been a mysterious art handed off to specialists. Agencies or third-party providers managed the models, and brands waited for…
Michael Green
Oct 5, 2024

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

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

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 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

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

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

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

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

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

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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