Media Mix Model or Triple-M(MMM) as it is fondly called by marketers of the day is quickly turning out to be the first thing on the priority to-do list, compared to its relative ‘future-stage-utopian-solution’ moniker it had earned in the not-so-distant past.
The very fact that MMM has climbed up the priority list of marketers is a testament to the widespread availability of well-defined good-quality data and the recognised need for optimal spending versus traditional opportunistic spending.
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