Attribution in Neural Network based Marketing Mix Models
A principled take on credit assignment when your MMM has more than one response
13 min

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…

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

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.

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

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

MMM vs. MTA
Choosing the Right Measurement Framework for Modern Marketing
5 min
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…

The Best Marketing Mix Modeling (MMM) Software in 2026
A Technical Marketer’s Guide
29 min
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…

A Holistic Way of Modeling the Business
3 min
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.…

Rethinking Model Validation in Marketing Mix Modeling
3 min
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…

How to design a future-proof MMM to support an advanced marketing operation
4 min
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…

How does an organization reach a high level of maturity in terms of data driven decision making?
2 min
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…
 
The Importance of Time-Varying Parameters in Marketing Mix Modeling for Media Attribution and Planning
3 min
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…

Elevate Your Strategy with AI Marketing Optimization Techniques
2 min
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.

The Quiet Power of AI Marketing Optimization
5 min
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…

Future-Proofing Marketing with AI-Driven Marketing Mix Modeling
4 min
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…

In-House Marketing Mix Modeling Success Stories with Alviss AI
5 min
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…

DIY Marketing Mix Modeling
A Step-by-Step Guide for Brands and Agencies
5 min
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…

How Alviss AI’s Bayesian Approach Enhances Marketing Mix Modeling Accuracy
5 min
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…

Top 5 Challenges in Marketing Mix Modeling and How In-Housing Can Solve Them
5 min
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…

The New Era of Marketing Mix Modeling
Why Brands Are Moving In-House
4 min
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…

Include domain knowledge in the structure of Marketing Mix Models
Aligning Marketing Mix Models with Real-World Business Dynamics
6 min
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…

Musings About Choosing the Right MMM Platform Provider
4 min
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…

In-Housing Marketing Mix Models
A Strategic Path for Businesses and Media Agencies
8 min
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…

Model Business Dynamics Correctly
Enhancing Decision-Making with AI and Comprehensive Business Models
7 min
How to boost business insights and business Intelligence with Artificial intelligence using models that actually understand the dynamics of the business.

Overcoming Overfitting in Marketing Mix Modeling
How Bayesian Statistics and Priors Improve Decision-Making
6 min
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…

Understanding the Adstock Effect in Marketing Mix Models
6 min
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…

Understanding Response Curves and Diminishing Returns in Media Advertising
3 min
In media advertising, the relationship between your investment and its effect is rarely straightforward. It’s essential to recognize how different levels of spending…

Return on CX Investment (RoCXi)
A New Key Metric for Customer Experience Teams
4 min
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…

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

Top 3 reasons why the ROI on your CX investments is hard to measure and prove
7 min
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 Net Promoter Score (NPS)?
4 min
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…

The ROI of Investing in Customer Experience
A Comprehensive Guide for Business Leaders
13 min
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…

On the importance of customer experience for insurance companies
4 min
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…

On the fallacy of A/B testing
3 min
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…

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

Long-term effects of marketing and brand models
5 min
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.…

Holistic Business Modeling and Optimization Can Transform Your Business
4 min
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
4 min
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…
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