Since GDPR, iOS14, and newer privacy regulations, digital tracking has become broken. This is where Modern Marketing Mix Modeling comes in.| Recast
There are three main ways that consumer brands measure marketing effectiveness. Here's why you should use all three of them together.| Recast
If you’re seeing that MTA is less and less effective, and you have your eyes on MMM, here's what you need to know.| Recast
Since iOS14, marketers have been scrambling for a new attribution method, and Geo Testing shows promise. Unfortunately it has serious flaws.| Recast
Someone posed the following query in a marketing measurement slack I’m in: At first, this question seemed really easy. Hubristically, I replied “just use a t-test for difference in means.” However, it turns out that the analysis isn’t quite so straightforward (which I realized after a few minutes of thought … Is there a good way to do a test of statistical significance for ROAS? Read More »| Recast