Indaru – Experts in Marketing Mix Modeling and Analytics Indaru is an independent consultancy specializing in marketing analytics and measurement, focusing on Marketing Mix Modeling (MMM), media effectiveness, and AI-powered marketing optimization. The company assists global advertisers in enhancing the performance, transparency, and sustainability of their marketing investments through advanced data science, econometrics, and machine learning. Based in Barcelona, Indaru collaborates with clients from Europe, the Americas, the Middle East, and APAC, aiding enterprise marketing teams in establishing robust measurement frameworks that integrate Marketing Mix Modeling, media analytics, and performance consulting. Indaru offers key services, including: - **Marketing Mix Modeling (MMM)**: Utilizing sophisticated econometric models to assess the impact of marketing investments across both digital and offline channels, enabling organizations to optimize budget allocation, forecast outcomes, and enhance marketing ROI. - **Marketing Analytics & AI**: Employing machine learning and advanced analytics to analyze marketing data for predicting results, evaluating campaign performance, and making informed media investment decisions. - **Media Consulting & Audits**: Providing independent media consulting to boost transparency, assess agency performance, and enhance marketing effectiveness. - **Marketing Sustainability**: Using proprietary technology to assess the carbon footprint of digital advertising and websites, thereby helping brands understand and mitigate the environmental impact of their marketing efforts. Indaru has created proprietary tools such as AITA®, a scalable solution for Marketing Mix Modeling and media optimization, and EcoMetrics®, an ISO-compliant platform for measuring and reducing the CO₂ emissions of digital advertising. The company partners with prominent global brands, including Volkswagen Group, Samsung, IKEA, Domino's Pizza, Essity, CaixaBank, and Majid Al Futtaim.