Marketing mix modeling: A marketer’s guide
With increased pressure to prove the value of marketing, it's time to revisit the MMM approach.
Jason McNellis is a senior director analyst in the Gartner Marketing Practice, focusing on how to enhance marketing through machine learning, artificial intelligence, marketing mix modeling, and campaign measurement.
In this economy CMOs need to spend more on training, not tech
Marketers are only using 42% of their martech stack's capabilities. This is why they're struggling to demonstrate its ROI.