These open-source MMM tools solve different measurement problems, from budget optimization to forecasting and preprocessing.

Several months after announcing a slew of partnerships to position itself as a privacy-first company, PurpleLab has unveiled a new measurement tool for marketers.

Marketing measurement was once fairly simple: You launched a campaign, and then you measured its impact. Today, it’s incredibly nuanced. Modern marketers face a variety of complications as they ...

For CPG marketers, accurately measuring the return on investment (ROI) of promotions remains a struggle, especially for the in-store purchases that still make up about 80% of sales, despite the growth ...

When a manager can accurately measure his organization's performance, he is able to identify deficiencies in the organization and correct them. When the deficiencies are dealt with efficiently, then ...