Marketing is undoubtedly more complex than ever before. The ways in which brands communicate with consumers are evolving at break-neck speed, placing immense pressure on companies to keep pace with evolving trends. To become one of the world’s leading brands, companies must get many things right. At Pointlogic, we believe cutting-edge Bayesian modelling is the next step in data analytics innovation. The use of Bayesian modelling allows better decision making in communication planning by producing more granular and stable results from the available data. In this whitepaper, we explain the features and benefits of Bayesian techniques, as well as explore how they can be used to solve some of today’s most complex marketing problems.