The Future of Marketing Analytics–Driven by Strategy

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Driven by marketing and analytics leaders, SaaS experienced explosive growth over the past decade, with market revenue estimated to exceed $2 billion. When it comes to the age-old challenge of strategically allocating a marketing budget while ensuring your mix of channels remains agile and responsive, analytics play a key role. The need to leverage a variety of measurement approaches is well understood. Marketing mix models (MMM) are necessary to understand and optimize incremental....

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