In many marketing teams, “data-driven” remains more of a slogan than an operational reality. Excel spreadsheets are scattered all over the place, dashboards are not very actionable, and decisions are still largely instinctive. And yet, with tools like R, it’s possible to move from an accumulation of data to a real optimization mechanism.
Marketing analysis with R: when data stops being a buzzword Read More »
For a long time, marketing personas were a cosmetic exercise.
Pretty colorful cards, invented first names, an approximate job, a few frustrations copied from a trend report… and all too often, a business impact close to zero. But in 2025, the context has changed
Marketing Mix Modeling (MMM) is an advanced quantitative approach designed to measure the impact of various marketing activities on a company’s business outcomes—such as sales, market share, or profitability. It is a statistical model, often based on multiple linear regression, that takes into account both controllable variables (advertising, promotions, distribution, pricing) and uncontrollable ones (seasonality, weather, economic trends, competition) to isolate the specific effect of each lever.
MMM – Marketing Mix Modeling: measuring, optimizing and predicting marketing performance Read More »
‘Machine Learning for Business Analytics’ by Galit Shmueli, Peter C. Bruce, Kuber R. Deokar and Nitin R. Patel is a comprehensive and detailed book on the concepts, techniques and applications of machine learning in business analytics. This fourth edition, published in 2023, is aimed primarily at students and professionals seeking to master the tools and methods of predictive analysis and data mining.
Book “Machine Learning for Business Analytics” Read More »
A recent study, published in the International Journal of Frontiers in Engineering and Technology Research by Oloruntosin Tolulope Joel and Vincent Ugochukwu Oguanobi, explores how businesses can harness the power of predictive analytics to improve profitability and identify new opportunities for expansion.
Unleashing business growth through predictive analytics: a data-driven approach Read More »
The ability to exploit and interpret data effectively has become a real asset.
With an overabundance of information, the demand for high-performance, easy-to-use tools capable of transforming data into actionable insights is greater than ever.
Knime: The data analysis engine for marketers Read More »
In today’s business world, where competition is fierce and consumers increasingly demanding, mastering the marketing mix has become essential for any company seeking to stand out and prosper.
The marketing mix concept, although first developed in the 1960s, remains a cornerstone of modern marketing strategy.
This article, “Mastering the Marketing Mix: Strategies and Practices for Success”, aims to provide a comprehensive, step-by-step guide to the various elements of the marketing mix and how to integrate them coherently to maximize a company’s success.
Mastering the Marketing Mix: Strategies and Practices for Success Read More »
The world of modern marketing is increasingly data-driven, making performance measurement and optimisation essential to success. This section takes you to the heart of advanced techniques for transforming raw data into valuable insights and concrete improvements to your marketing strategies.
Introduction to the Performance Measurement and Optimisation Section Read More »
