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Your latest marketing campaign is live. It's creative, targeted, and expensive. But did it actually move the needle for your brand? In today's B2B landscape, this question keeps CMOs awake at night. With budgets under scrutiny and C-suites demanding hard ROI evidence, the pressure to deliver measurable results is intense. The crux of the problem? A blind spot in understanding how marketing efforts truly impact brand perception. Without this insight, you're navigating in the dark, making critical decisions based on hunches rather than hard data. This is where brand tracking emerges as a game-changer. Far from being just another industry buzzword, it's the beacon that cuts through the fog of market uncertainty. Brand research and insights transform raw data into a strategic compass, guiding your brand to its optimal market position. But how exactly can this tool revolutionize your approach, turning marketing from a costly shot in the dark to a precision-guided mission?  ...

The concept of “all-size-fits-all” in marketing is totally fading away. With people around the world hopping between online and offline channels, it is becoming seemingly impossible for the brands to pinpoint the exact drivers influencing their purchasing decisions. This is where mixed-model marketing (MMM) emerges as a powerful tool, offering brands a data-driven approach to understand and optimize marketing efforts across borders. What is Mixed-Model Marketing ? Mixed-model marketing (MMM) is a statistical technique that analyzes the impact of various marketing channels on sales. It goes beyond simple attribution models, which assign credit for a sale to the last touchpoint a customer interacts with before conversion. MMM takes a holistic view, considering the combined influence of multiple marketing activities – advertising, promotions, public relations, social media, and more – on consumer behavior. Why is Mixed-Model Marketing becoming the need of the hour? Consu...