David Dixon

Although data is ubiquitous, only those who know how to use it properly will reap its benefits. In this article, we show how Venture Capital and Private Equity investors can be more accountable in their investments through the use of dynamic, long-term Marketing Mix Modeling.   2019 illuminated serious shortcomings in the investment strategies being

Our world has been turned upside down as COVID-19 circles the globe, leaving industries, businesses and communities warped in its wake. While economists in 2019 predicted a US recession by 2021, one that was this sudden and of this scale and magnitude was largely unfathomable. Businesses are facing unprecedented sales declines as storefronts shutter their

As we edge closer to the new year, it’s only natural to look back on 2019 and evaluate our progress. How far have we come in one year? Which goals have we surpassed and which still lie on the horizon? And perhaps most importantly, what are we hoping to achieve in this new year? What

What is it that makes marketing more effective? Although there are many answers to this question, the one we focus on today is that of short-and long-term brand investment. This approach is when brands split their investments between short-term product-centric ads that push purchase, and long-term brand building ads that build an identity. Last week

Traditionally, marketing mix models (MMM) have analyzed performance by channels – such as TV, print, radio, and digital – all because it aligned to how media was bought. Nowadays however, buys are increasingly integrated, meaning that media conglomerates like Comcast, Facebook, and Google package multiple channels together. When channels like TV and digital are bundled