“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alice K. Sylvester, Partner at Sequent ...

"Marketing mix" is a term that describes the varying elements that play a vital role in the planning of the marketing of a product or service. Traditionally known as the "Four P's" — product, price, ...

Few technologies have merged into the everyday lives of people around the world as rapidly as artificial intelligence (AI) has in the past few years. It’s like we all just woke up one morning to find ...

About 150 years ago, the legendary retailer John Wanamaker quipped, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Throughout the ensuing decades, many CEOs ...

André van Loon, Marketing Effectiveness Manager at Moët Hennessy, explores the complex possibilities of market mix models, and shares practical advice on how to focus on optimal business insights.

Although some called 2016 the year of attribution, many marketers (and their bosses) still aren't clear on exactly what marketing attribution is. The concept is simple: You attribute credit and value ...

To succeed, a strong business will need an excellent, well coordinated marketing effort. To generate the sales that make business owners sleep well at night, your business will need a good marketing ...

The marketing mix framework has been the preferred and dominant marketing model since it was introduced around 60 years ago. It was THE FIRST marketing model that all us marketers learnt in marketing ...

A well-crafted marketing strategy helps to define a clear path to business growth and acts as a guide for organizational decision-making. A product strategy is at the heart of the marketing mix and ...