But for a marketing mix model to be accurate, it must be truly omnichannel—by definition. In the B2B space, it is vital to understand how resellers or corporate clients feel about your brand: What is ...

Think of a marketing strategy as a cake that is baked using four ingredients. If the ingredients are mixed together in the right way, then the marketing campaign is more likely to be successful.

The question isn't should you be doing marketing mix analysis, but rather, how you can best do it. Marketers across multiple industries are learning what consumer packaged goods manufacturers have ...