Marketing Mix Modeling

Damon Ragusa, ThinkVine Founder & Chief Strategy Officer, is excited to announced a new version of ThinkVine's award-winning SaaS solution for marketers who want to achieve the best return on their marketing investments, move targeted consumers to action, and employ a more efficient and effective planning process. 

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With rapidly changing consumer behavior across new devices and channels, marketers have been quick to adopt digital media as marketing tools, but measurement back to sales performance has not kept pace. 

Damon Ragusa, ThinkVine's Chairman and Chief Strategy Office, is excited to announce the release of enhanced functionality to its core product to improve overall performance of the underlying ThinkAhead Technology as well as enhancements to the collaborative workflows and reporting capabilities of the front-end software.

Please note: this blog post is the first in a series of posts on the current state of marketing mix modeling.

The current tools for marketing mix models include a range of time series, traditional regression, and specialized regression models that attempt to explain the impact of the marketing mix on sales performance. They vary in breadth and granularity, but all of these models have one important flaw – they ignore the most important “P” in marketing: People.