How Lenovo.com uses Marketing Mix Modelling

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Marketing mix modelling (MMM) is supposed to have fallen out of favour a long time ago. Starcom’s Laura Desmond wanted to nix the practice entirely back in 2011, when she went as far as to say “it will become obsolete”. The problem? Backward-looking data isn’t an accurate predictor of future performance of an ad, and the explosion of data points …