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Jessica Apotheker, David Galley, Leila Hamidou, Ray Yu, Shelby Senzer, Jeff Walters and Karolis Baltagalvis
CMOs Need New Measurement Strategies to Cut Through the Noise
Boston Consulting Group, 2024
What's inside?
CMOs can no longer rely solely on marketing mix models (MMMs) strategies if they hope to remain competitive — Boston Consulting Group research suggests embracing a new, more holistic decision-making approach.
