How can marketing experiments be done quicker and more often? This is what we'll be discussing in this article.| Recast
Marketing Mix Modeling’s main goal is to find the incremental return of every marketing investment, but how can you validate your model?| Recast
Explore how Causal Directed Acyclic Graphs (DAGs) improve Marketing Mix Modeling by clarifying causation and preventing bias in analysis.| Recast
At Recast I have the privilege and challenge of introducing advanced statistical concepts to people who have a strong desire to be more data driven, but who do not have much of a background in formal statistics. While word has gotten out that “statistical significance” isn’t all it’s cracked up … Why R-squared is worse than useless Read More »| Recast
How does Uber Orbit work? We break down Orbit's methodology, how long it takes to run and how to action the MMM's output.| 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