Lots of advertising platforms promote some form of “modeled incrementality” estimates and we need to discuss these and their limitations.| Recast
What is incrementality? It's about measuring what actions would not have happened without a specific intervention. For example if you spend money advertising a product, you need to know how many people bought that product because of the ad.| Recast
Why is the problem of validation so difficult in the context of MMM? Let's break down the challenges present and how to overcome them.| Recast