Guides

Marketing mix modelling, explained

Practical guides for marketing and finance leaders: choosing a vendor, getting the data right, setting up the model for your business and using it from your own AI assistant. Start with the complete guide to marketing mix modeling.

Oct 5, 2026, 7:53:00 PM

Marketing mix modelling for different business models

MMM works the same way in every industry. What changes is the outcome you model, the delay, the controls and the...

Odins

Oct 5, 2026, 7:52:00 PM

Using marketing mix modelling from ChatGPT or Claude

An AI assistant is a very good way to use a marketing mix model, and a poor replacement for one. What MCP changes, and...

Odins

Oct 5, 2026, 7:51:00 PM

Data for marketing mix modelling: what to collect and how

Most MMM projects that stall do so on data, not statistics. What to collect, how to get TV and radio data from your...

Odins

Oct 5, 2026, 7:49:00 PM

How to choose a marketing mix modelling vendor

The statistics rarely separate MMM vendors. Who does the work after the first model does. The questions to ask, plus...

Odins