22 August 2026 · 8 min read
Marketing mix modeling (MMM): a practical guide for media planners
Marketing mix modeling explained for media planners: data requirements, response curves, validation, budget allocation and the limits of MMM.
Measurement & Decisioning
Media measurement that leads to better decisions
Measurement earns its place when it changes a planning decision. These guides connect objectives, evidence and AI-assisted analysis to the allocations, guardrails and actions a working planner can defend.
22 August 2026 · 7 min read
How to measure brand lift: methods, sample size and common mistakes
Learn how to measure brand lift using exposed and control groups, choose metrics, plan sample size and avoid underpowered campaign studies.
22 August 2026 · 7 min read
Share of search: how to calculate it and use it in media planning
Calculate share of search with a worked example, compare it with share of voice and market share, and use the trend in media planning.
22 August 2026 · 7 min read
How to set campaign objectives and choose the right media KPIs
Turn business goals into campaign objectives, choose media KPIs by funnel stage and give every channel a measurable role in the plan.
22 August 2026 · 8 min read
AI-driven media planning explained: what to automate and what planners must own
See how AI media planning handles briefs, audiences, allocation and pacing, which decisions need planner judgement, and how to assess a tool.