Should MMM Reports Be Vendor-Based?

Traditionally, marketing mix models (MMM) have analyzed performance by channels – such as TV, print, radio, and digital – all because it aligned to how media was bought. Nowadays however, buys are increasingly integrated, meaning that media conglomerates like Comcast, Facebook, and Google package multiple channels together. When channels like TV and digital are bundled …

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A Snapshot of Nitesh Sahay

A Snapshot of Nitesh Sahay, Managing Director & Associate Partner Excerpted from a recent interview What was the impetus for you to join Truesight Consulting? Nitesh: I worked with David & Sebastian for several years at a former top 6 advanced analytics firm where I was regional director, APAC. Together, we built a remarkable team, …

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Intro to Truesight Consulting

A conversation with founders David Dixon and Sebastian Shapiro   What was the impetus to start Truesight Consulting? David Dixon: Companies are rapidly embracing the strategic value of advanced marketing analytics, and we’ve been seeing them move marketing analytics to the very center of their strategies and operations. Many are also looking to bring these …

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