Marketing mix modeling (MMM) has existed for decades and its promise
has tantalized the senior management teams of first consumer packaged
goods (CPG) companies and, in the last 10 years, financial services,
telecommunications, retailers, entertainment, pharmaceutical companies
and several other industries as well. They are understandably
tantalized because some companies have harnessed its potential with
enormous success, while others have failed to gain the significant
benefits it offers.
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