Highlighting the importance of transparency & minimizing bias in Marketing Mix Models (MMM) with systematic and unbiased parameter selection.| Recast
Learn how to pitch MMM and Incrementality to your finance and executive teams with our practical template guide.| Recast
Discover the top 9 questions to ask MMM vendors or your marketing science team to ensure effective media mix modeling.| Recast
If there’s one thing everyone knows about statistics, it’s that ‘correlation is not causation’. Ice cream sales and shark attacks both rise in the summer, but one doesn’t cause another. The hot weather gets people both buying ice cream and swimming in the sea in greater numbers. If we’re advertising … Causal Inference: Where does it sit in the hierarchy of evidence? Read More »| Recast
Discover 10 common pitfalls in building marketing mix models and learn how to avoid them for better decision-making.| 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
Discover essential insights on gathering historical marketing data and navigating data challenges for impactful marketing mix modeling (MMM).| Recast